From the course: Good Design Drives Business

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Do you know your brand equity?

Do you know your brand equity?

From the course: Good Design Drives Business

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Do you know your brand equity?

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(bright music) - So one of the issues that's important to determine before you redesign anything is to determine if you have brand equity or if you don't. Now, often we sit and deal with our own brand every single day, so we tend to believe everyone knows it. Well, of course everyone knows my brand. That's the way it is. I have a great story about that working in some instances and another one when it didn't. Now, take for example a project that Charles and Ray Eames were doing. Budweiser beer came to them and said, "We need a redesign of our bottles." So they gave 'em a six pack of the bottles, and Charles and Ray Eames took it away back to their studio and said, "We'll come back in a couple of weeks. "We'll show you the new solution." Now, they came back in a couple of weeks. They pulled the same six pack out of their bag and put it on the table and said, "This is your solution." And they said, "You didn't do anything." And they said, "We don't need to. "This has brand equity. "We…

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