“Face of the Brand”: A design methodology with global potential

Abstract

To cope with the multiplicity of world markets, Dannielle Blumenthal presents a strategy known as “face of the brand.” In this approach, brand is less about a uniform message and logo and more about a distinctive competitive position expressed through a palette of images, colors, shapes, and language that can— without losing its global impact—be designed and adapted to suit the nuances of individual cultures and consumer preferences.