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On the Origin of Species…Revisited
Author(s) -
Hanna Jeanette
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00266.x
Subject(s) - quarter (canadian coin) , focus (optics) , perception , emphasis (telecommunications) , graphics , business , sociology , advertising , marketing , computer science , visual arts , history , art , psychology , archaeology , telecommunications , physics , neuroscience , optics
THESE ARE MUSINGS about brand and about creating sustainable brands in a world that is diverse, decentralized, digital, and dynamic. Jeannette Hanna ponders how the design of brands has changed over a quarter century—from a focus on graphics to the management of perceptions, from a collection of objects to a reality that is organic and continuously evolving, from an emphasis on rules to a culture steeped in brand knowledge and dependent on shared wisdom and shared design responsibilities.