I believe the worlds best design always has strong strategic thought behind it.
Good design clearly articulates the thinking behind it.
Good design encourages the customer to delve into a deeper level of meaning, separate to the product/service it is trying to promote.
It encourages the customer to ask questions such as:
“What does this design want me to see?”
“How does this brand reflect my personal identity?”
A clever brand is now turning its attention away from the seat of control and is allowing its customers to now call the shots. A clever brand has now flipped the brand premise around and instead of focussing on its products that it produces, it is now asking itself the question: “How do I empower my customers?”, “ How can I them lead them to achieve their goals?”
It’s a very different way to look at branding, but once you get your head around it everything becomes easier and especially the understanding of how to make a profit.