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Audio Collective.

This is Design Matters with

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

On this program, Debbie Millman talks with Scott Lerman

about his long career leading brand consultancies, about his new step-by-step book about

brand strategy and about how consumer research can limit innovative thinking.

Chances are there's no research which inspires them to think about the company in a new way.

There's almost certainly no research that makes them think we should change the nature of

how we communicate who we are and what we stand for.

Here's Debbie Moman.

If you're a consultant and you've helped companies like American Express Xerox and Harley Davidson

sort out their branding and identity strategies, you probably have quite a few things to say about

branding and identity. If you've led two of the world's leading brand

consultancies and founded a consultancy of your own, you probably have quite a bit to say

about the business of branding and identity. And if you've written a book called

Building Better Brands, a Comprehensive Guide to Brand Strategy and Identity Development.

Well, I think it's safe to say that you're an expert who actually practices what he preaches.

I'm talking about Scott Lehman,

who was also a colleague of mine

in the Masters and Branding program

at the School of Visual Arts in New York City,

...