OUGD504 - Studio Brief 02 - "Logostarter" (one week brief) - Case Study

Bain; Company Brand Strategy PDF:

http://www.bain.com/Images/BAIN_BRIEF_Brand_strategy_that_shifts_demand.pdf 

"That’s because the ultimate point of a brand is not to

create emotional appeal or to generate buzz. The point

is to shift customer demand. "