The idea

I developed my vision on Visual Branding in China during discussions with our sister agency Dumbar Branding. China is essentially a trade economy in which brand building is based on heavy above-the-line advertising and media presence, not by strategic branding or design. In this enormously competitive playing field I started to formulate a consistent vision that builds the case for companies to make use of design as a business tool that effectively improves their marketing efforts and spending.

See for more information the interview.
Interview Adformatie - pdf (dutch)

The site

You are most welcome to share your expertise and experience with professionals in brands, marketing, communication, design and consumer behaviour on this interactive platform.

In the coming weeks this website will feature the outline of the eight key issues that follow the structure of the book. I appreciate relevant insights and information and I like the key issues to be tested and weighed in order to signify their relevance.

1. Rational of Visual Branding
2. Creating a Brand Personality
3. Company types: Originals & Professionals
4. Company types: Dreamers & Wanters
5. Fighting fragmentation
6. Business professionals and designers
7. Visual Branding & business
8. Visual Branding & your business

The debate

My vision is not dogmatic by nature. On the contrary, I want response from professionals. Hence the choice for an interactive website that can leverage a fundamental discussion concerning issues like for example, the widespread use of brand models, which have an indispensable strategic value, but fail to create a strong focus on building brand personalities.

The process

Visual Branding brings together design and business and breaks down the walls of two disciplines, which are often mistakenly perceived as parallel worlds. Marcom and design are the two foremost components of a brand. They need to work together in harmony if you want to get results. Commitment and support of the Board Management is essential. But it starts with a shared vision amongst professionals.