Begin with a human truth

Recognizable desires, rituals and situations that give a brand promise somewhere to live.

Name the identity beyond the everyday role.

Make a product feature complete a small human wish.

Let a sequence of practical needs tell an emotional story.

Make ambition available to more people.

Start with a situation before explaining the technology.

Follow the people who give a brand code its meaning.

From the Library

Ann & Paul Rand

Ann & Paul Rand