Posts Tagged ‘branding’


Sterling Buzz…

Monday, June 18th, 2012


Austin McGhie talks with and expounds on the points of his new book: Brand is a Four Letter Word.

Q. What are the biggest mistakes designers make when undertaking a branding project?

A. First, as I say in the book, unless you’re a rancher, there’s no such thing as branding. You can’t just brand something. The idea should never be used as a verb. Brand is the prize. The outcome. It’s a noun. The actual work—the verb, if you will—is positioning.

The biggest mistake designers make is starting any design project without fully understanding that position. Great brands, like great people, have a strong, clear point of view. A world view that is theirs and theirs alone. Understand that POV. Feel it. Explore it.

Then, and only then, go to work.

To read more of this Q and A on how positioning affects marketing and design, click here.


Sterling Buzz…

Wednesday, June 13th, 2012

Check out Austin McGhie’s rant on ‘Branding’ in AdAge online this week!

To learn more and read more from Austin’s newly-launched book, Brand is a Four Letter Wordclick here.



Editor on the Run: Revisiting Brand Bible with Rockport Publishers

Tuesday, March 13th, 2012

A few months after the launch of Brand Bible, Rockport Publishers interviews Debbie about the process of putting this mammoth book project together and delves deeper into her thoughts on branding and package design…


Get the full story here.


The Power of the People

Monday, November 7th, 2011

Most people take well-designed products for granted and never question the poorly designed ones. Kathryn Spitzberg as part of the SVA Masters in Branding class found out one’s man quest to question all design. Kathryn had the opportunity to dig a bit deeper into the mind of Dan Formosa, co-founder of Smart Design. For the book Brand Bible, The Complete Guide to Building, Designing and Sustaining Brands, Dan talked in-depth about a brand he holds to the highest standards, OXO Good Grips. >>Read On



Sterling Buzz…

Thursday, November 3rd, 2011

Brand Thinking: And Other Noble Pursuits gets a write up in Forbes!

“The title of the book may lead people to dismiss it as another industry-insider perspective on “best business practices.” However, Brand Thinking, at its core, is a book about human nature, the need to belong, and a philosophical exploration into the reasons we behave the way we do…” >>Click Here to read the review


Want to check out the book for yourself? Head over to Amazon to pick it up!


Sterling Buzz…

Tuesday, October 25th, 2011

Below is an excerpt from Brand Thinking: And Other Noble Pursuits, the latest book by Debbie Millman. In this interview, recently reprinted in BrandPackaging, Debbie delves into mind of Phil Duncan, Global Design Officer of Procter & Gamble: (more…)


Mitsubishi: Nice Move, but not a Game Changer

Wednesday, October 12th, 2011

If successful brands and their leadership have taught us anything, it’s that being the first to do something (and do it well) can catapult a brand ahead of the competition. Perhaps more than in any other industry, we need a giant leap forward in the realm of transportation, in terms of affordability and accessibility- but are the breakout ideas on alternative fuel really breakout anymore? What can make alternative transportation ‘Go’ already? (more…)


Sterling Buzz…

Tuesday, October 4th, 2011

Anticipation is truly one of life’s greatest pleasures… but we’re doubly excited that the waiting is over:

Brand Thinking and Other Noble Pursuits is officially in print!! (more…)


Crowdsourcing Innovation

Tuesday, September 27th, 2011

For most brands, staying relevant means constantly pushing to evolve. Innovation plays a role in almost every modern brand, from paper towels to vacuum cleaners to mobile phones. And while most companies agree that innovation is vital to modern relevance, unique formulas for innovation differ widely. (more…)


In the Mood — Brand Strategy

Tuesday, May 31st, 2011


Mood-based branding can help us differentiate in a whole new way. Check out our latest article over at for the full story. Up now!