Ten over Ten series: 10 Lessons from “Brand Thinking and Other Noble Pursuits”
(Part One)

February 12, 2016 by Lindsay Reynolds

For anyone who has been looking for a deeper, intricate understanding of brands, your search is over. Debbie Millman, the exceptional artist, writer, educator and radio host, has collected 23 discussions with various professionals from her podcast Design Matters into this revealing anthology. Brand Thinking and Other Noble Pursuits is an indispensable tool for anyone who wishes to thoroughly comprehend the power and importance of branding.

A follow-up to her first anthology, How to Think Like a Great Graphic Designer, Millman yet again delivers a powerful, informative resource to her audience. Within these pages, we are exposed to the creativity and strategy of companies such as Coca-Cola, Starbucks, Proctor & Gamble and Cooper Hewitt (to name just a few). Brand Thinking includes a wide-range of interviews with serious heavy hitters in the realms of design, psychology, sociology and anthropology. Millman’s cast includes innovators such as Daniel Pink, Grant McCracken, Brian Collins, Malcolm Gladwell and David Butler.

The amount of knowledge that Millman shares with us in this book is vast and should be fully explored by anyone who is interested. However, ten quotes were selected from ten different interviewees (from the first half of the anthology) to share in this month’s Ten over Ten.

 

"We experience the world through story. Stories are how we give meaning to what happens to us." - Brian Collins

 

"We're always looking for the problem. Once we see the problem, we feel compelled to correct it." - Bruce Duckworth

 

"Trying to figure out what's the right or wrong way to do things is a form of fear." - Alex Bogusky

 

"We pay dearly if we don't respond to culture, and we pay dearly when we don't respond to change." - Grant McCracken

 

"What really fascinates me about people is our capacity to love and hate, as well as how we feel and engage, and our ability to deal with change" - Dori Tunstall

 

"If you are going to create something that is truly a breakthrough, you have to rely on your intuition and your judgement." - Wally Olins

 

"Today, value is less about brand attributes and more about brand meaning." - Virginia Postrel

 

"Brands now have the responsibility to enhance the communities in which they exist... Brands should help you reach a destination or goal." - Phil Duncan

 

"Collaboration is essential. Design is a team sport." - David Butler

 

"It's all about having a story to tell." - Stanley Hainsworth

About the Author - Lindsay Reynolds

A graphic designer who is easily influenced by the promise of bacon cheeseburgers, books and typography.




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