As Michael Eisner, former CEO of Disney, once said, “A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” put simply, a brand is an impression created in the minds of your customers and potential customers about the value of your goods and services. It happens whether you plan it or not, good, bad, or indifferent, whether you exert control over it, or take what comes along. In the internet era, good design is not just the preserve of the rich and discerning. It is part of the every day life of almost everybody. Companies like Ikea have been able to combine first class design with functionality and reasonable pricing. They have moved from the “student ware” category to a place in middle class households of the world. Apple Computer has always been a design-based company, and for years has been a driver in the area of tech product design. As a result, their market capitalization now exceeds the GDP of Switzerland. Their iPhone business alone now exceeds the earnings of the entire Microsoft Corporation.

That didn’t happen by accident. Continue reading →