The way something looks, is packaged and is named, can dramatically affect peoples initial perception, and also the way a consumer may respond to a situation; which in marketing terms could be worth $millions.
Branding consists of many elements that I am not going to cover in this post, however check out this interesting and thought-provoking short documentary featuring Michael Wolff, one of the 'fathers of 20th century brand expression and identity'.
Michael Wolff, co-founder of Wolff Olins Agency and world renowned branding and identity guru, talks about his approach to looking at the world.
Michael describes the muscles of curiosity, appreciation, and imagination, all of which have set him up as a leader in this field.
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