We emulate the design acumen of companies like Apple and BMW, but what are the processes and mindsets that make them tick? In this 99U talk, designer Robert Brunner deconstructs his creative process revealing the stories behind products like Beats by Dre headphones and the Polaroid Cube.
First, he says, recognize that a brand belongs to your customers. “You don’t own your brand. A brand isn’t a logo or packaging,” he says. “It’s a gut feeling. And when two people have the same gut feeling, you have a brand.” Secondly, most people view design as a part of the production chain, you get requirements in and out comes a product. But design is the chain, and for the best products it permeates every step. “It should be a topic of conversation constantly,” he says. “Thats how you make great stuff.”