Who is Interviewed in the Book?

grant mccracken

grant mccracken A cultural commentator who believes that designers tend to be great at provoking us, but few of them know what to do after the provocation.

--- david butler

david butler VP of Design for Coca-Cola, reveals the origins of the famous Coke bottle shape and why Coca-Cola became one of the most successful brands of all time.

--- dan pink

dan pink A cultural critic who theorizes that from the manufacturer’s perspective, a brand might be a promise, but from the consumer’s perspective, a brand is a promise.

--- karim rashid

karim rashid One of the most renowned designers of his generation, confidently asserts that while it can change the world, “design is not art”.

--- margaret youngblood

margaret youngblood Principal and Executive Creative Director of Trinity Brand Group, discourses on how designers must adapt to people’s increasingly short attention spans.

--- Deedee Gordon

Deedee Gordon President of Innovation at Sterling Brands in Los Angeles, keenly identifies the point when enjoying a shared experience (like wearing an iPod or driving a Prius) crosses the line into smugness.

--- Sean Adams

Sean Adams Cofounder of AdamsMorioka, eloquently opposes of the view that consumerism is inherently bad, and explains why he’s always been viewed as one of “The Beach Boys of the design world”.

--- wally olins

wally olins The godfather of branding determines whether market research perpetuates mediocrity.

--- stanley hainsworth

stanley hainsworth The designer and brand architect illuminates how Starbucks got us to pay $4 for a cup of coffee and come back for more.

--- alex bogusky

The Adman of the decade reveals why he left advertising behind and how he became fearless.

--- virginia postrel

virginia postrel Author of “The Substance of Style” laments how our brains are becoming hyperlinked, and the fundamental branding difference between Madonna and Lady Gaga.

--- bruce duckworth

bruce duckworth The designer who redefined the Coca-Cola brand (and others) discusses how he inspires change in the world’s biggest corporations

  Phil Duncan

Phil Duncan VP and Global Design Officer of Procter & Gamble. Duncan insists that designers ought to create “purpose-driven” brands that play a constructive role in the lives of consumers.

--- Joe Duffy

Joe Duffy Chairman of Duffy & Partners on whether it’s ever OK for a designer to take on a project just for the money. He believes that “(D)esign is really so damn simple. It’s so straightforward. Anyone who tries to make it complicated or convoluted does a disservice to designers everywhere. Anyone who buys crap gets what they deserve.”

--- Tom Peters

Tom Peters A thinker and author for whom “influential” is a laughable understatement, reflects on how his iconic writings have shaped the way branding and business are today, for better or worse. In his typically outspoken manner, he explains why the market today has him convinced that “all boys should be castrated at birth.” His opinion of currently in vogue “psychological economists”? “Screw them.”

--- Cheryl Swanson

Cheryl Swanson Cofounder of strategic design and positioning firm Toniq, addresses the differences in how Boomers and Millennials respond to brands.

--- Dan Formosa

Dan formosa cofounder of Smart Design, posits that the key to a successful brand is ensuring it is not exclusive, and that everyone will have access to it. He goes on to detail how he conceived of his award-winning ergonomically-designed products and packages (e.g. OXO kitchenware) engineered to work with the human body.

--- Bill Moggridge

Bill Moggridge IDEO cofounder and a primary architect of the laptop computer, reflects on why Apple’s Newton handheld computer failed in the 1990s while the Palm succeeded.

--- malcolm gladwell

malcolm gladwell The esteemed cultural commentator talks about the brand value of hospitals and the overuse of the word “brand” itself.

--- seth godin

seth godin The NY Times best selling author debates whether hope or fear provides better leverage for a brand, and what the Catholic Church can teach us about branding.

--- dori tunstall

dori tunstall The brilliant design anthropologist discusses how the process of design can define what it means to be human.

--- brian collins

brian collins The famed brand consultant reveals how he revitalized the Dove brand by attacking the traditional stereotypes of beauty in the media.