We live in a world where everything and everyone classes themselves as a brand.
Seth Godin – a brand used to be a logo or a design or a wrapper. Today, thats a shadow of the brand, something that might mark the brands existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. he concludes by stating that, in brand creation… design is essential, but design is not branding.