The Future of Branding

“…the assumption that a brand is just a look is fading, and finally people are beginning to realise that a brand is more a result. It’s the result of an organisation’s behaviour created by the entire community that an organisation relates to. More organisations today understand that all of these people are customers and all create the brand. Those that buy, those that lead and work for the organisation, those that invest in or supply the organisation and those that just walk by and see it in the corner of their eyes. This holistic understanding of what brands are, makes working with them more exciting when I consider my future in this field of endeavour.”
— michael wolff

Photo from YCN magazine, via Creative Review.