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Creating a brand, of course, isn’t a project with a beginning, middle, and end. There are myriad decisions to be made over time, and it requires constant vigilance—if the creative leadership changes, it’s all to easy for the message to drift. “You can’t do good work on a short-term contract,” says Behar. “You need to be engaged over a period of time.”
Here, Behar is echoing something that the great Dieter Rams told us: Companies who have made their mark on design usually did so because a single designer had an unusually strong relationship with the company’s founder. Rams pointed to his own relationship with Braun’s CEO. Nowadays, of course, the crowning example is Apple, and the symbiotic mind meld that Jony Ive had with Steve Jobs.
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(Source: fastcodesign.com)
