Living Identity – Part 5. Beautifully Inconsistent
Just like people, brands should adapt according to where they are, what they’re doing and what others are doing around them. This is why we’re interested in how a brand should sound, feel, smell, taste and act, as well as how it looks. Conventional, static identities often shout ‘I’m here!’; living identities inspire conversation.
The book looks fantastic, how can I get my hands on it? :D