The 8 Commodity Brand Traits and Their Commandments.

Number 1 Story... when background story is bigger than the product.

Storytelling is a massive part of design. Using it to communicate brands, products and services can be a powerful tool its is able to stitch various elements together to create a unique experience for its audience.

"Stories must exemplify the brand in action and influenced the way the organisation works"
-Charles Revson

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For a great introduction to Fabian and his book check out this video:

You can download a high resolution PDF of all my book notes from Fabian’s website.