Too often, brand is seen as the product of an economic equation. Such an approach may yield the appearance of brand-proofs, logos, mottos, etc. We've seen these pretenders: "white tombs, which from the outside appear lovely, but from within are full of the bones of the dead."[4] Brand is a direct point of access to the marrow of the designer-her morality and vision.

Liam Binnema

Source: MF9