Ted Audio Collective.

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This is Design Matters with

This is Design Matters with Debbie Melman

from Design Observer.com.

On this program, Debbie Millman talks with brand strategist Austin McGee

about what a brand strategy actually is and why brand positioning is paramount.

You position something effectively in a fresh compelling way over time and at some point

you will find that you have built a brand.

If the product or the service is great,

it's going to be relatively easy to build yourself a brand.

Here's Debbie Millman.

Austin McGee is a colleague of mine. He works in the

San Francisco office of our company, Sterling Brands. But that's not why I've invited him

on Design matters.

He's here because of his new book,

Brand is a four letter word.

You would think that there's a great deal of cognitive dissonance

between the name of our company, Sterling Brands, and the title of

Austin's book. I mean, is he with the program or not? I should say that Austin isn't

against Brands per se. In fact, over the past 30 years, he's worked

with some very recognizable brands, including Disney, Nike, Google, and Anheuser Bush.

...