One of the most significant ways in which design practice has changed as we have shifted the way we think about design and expanded the design franchise into unlikely places, is in the distinction between “strategic” and “tactical” design. Nowhere has this been more thoroughly expressed than in brand design. People still confuse particular artifacts – logos for example – with the broader strategic body that it forms a part of – a reputation system know as its “brand”. Or as Jacques describes it “the promise a company makes to its customers”.
In an engaging presentation to my “Design for Business Leaders” class at Hult, Jacques draws out this distinction with examples from the work he has done at the Voicebox agency, and a deep dive into the case of Naked natural juices for Pepsico.
