Ted Audio Collective.

Audio Collective.

This is Design Matters with Debbie Millman from Design Observer.com.

On this program, Debbie Millman talks with Alina Wheeler about her fascination with branding and corporate identities

and why she has spent her career educating businesses about the process of branding.

There were some really smart people.

CEOs who were brilliant, who were innovative,

who really just didn't understand branding,

and they were embarrassed by it.

Here's Debbie Millman.

The words brand and brand Here's Debbie Millman.

The words brand and branding come from the practice of singing a cow's hide with a hot iron stamp

in order to tell one ranchers heard from another.

It's easy to forget these humble origins,

but in the world of products, services,

and corporate identity, branding still serves the same old purpose.

What makes me distinguishable from you?

Alina Wheeler is a branding consultant who describes her business as managing perception. In her books, she

demystifies branding and the branding process. Her latest book is called Brand Atlas, Branding Intelligence Made Visible.

And we'll talk all about that and then some in today's interview.

Welcome to Design Matters, Alina.

Thank you.

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