Why do some companies succeed while others fail with a brand?
I think Apple, Nike and MINI are good examples of brands that are successful because of design. Realistically, you have to start with a great product, and great products have an awful lot to do with design. It has to have something that’s better than the competition, or it wouldn’t have a reason to exist. It starts there, but then how it’s presented in the industrial design or packaging or P.O.P. or environmental is where there’s an opportunity to differentiate it, and that also comes with design. If you look at the great brands that do that like Apple, you know who that TV spot is coming from even before you see the end frame with the logo on it, or before you read the logo on the package, or even before you see the sign outside the Apple store. Design is what separates them in their core product and the way it’s brought to you. What TBWAChiatDay does so well is that they take what the designers did at Apple with the products and then they present advertising that’s still speaking wit
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