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“Identity is cause; 
brand is effect.”

Larry Ackerman

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.


“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

Design strategy is a discipline which helps firms determine what to make and do, why do it and how to innovate contextually, both immediately and over the long term. This process involves the interplay between design and business strategy.

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