Businesses are always trying to create distinctive brands to entice customers into buying their products, but until society RECOGNIZES them as a brand, they're still just a business selling a product. In this video, Chris and designer Kevin Finn discuss what actually makes a brand, both positive and negative, and how part of the role of designers and brand strategists, in the process of developing a brand, is to help steer businesses towards having an impact on their customers, which increases the relevance of the business in the lives of those customers, and then, ultimately, creates the brand.

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Host: Chris Do
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster, MOCS Media, Tasca Studios
Futur Theme Music: Adam Sanborne http://www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic