2min chapter

The One You Feed cover image

Debbie Millman on Why Design Matters

The One You Feed

CHAPTER

Brands Don't Exist Unless Humans Make Them

When you're positioning a brand really the art of sacrifice. You can only really own one or two or three attributes and only have one mission statement. Brands don't exist unless humans make them. We tend to like when they're consistent, predictable. Humans are messy and complicated.

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