May 02, 2019

A New Conversation on Brand Design: Connected Brands + the Power of Language

Jennifer Vano, Augustus Cook

About this video

Description

The top-down approach to building brands is not built to make today brands—with today demands— successful. Now, a brand can't just be story-driven; a brand must connect story and system: what it says to what it does. But to build a connected brand, something else must change: the perception and role of language. When we ask ourselves new questions about words—not just "What line works here?" or "How can I wordsmith this?" but "How can this idea, represented by these words, inspire a whole world?"—how we think about, create and connect with brands is redefined.

Jennifer Vano

Augustus Cook