Professional Documents
Culture Documents
Millman, Debbie, and Rob Walker. Brand Thinking and Other Noble Pursuits. New
York: Allworth, 2011. Print.
Debbie Millman is the president of design at Sterling Brands and hosts an Internet radio
program Design Matters. She engages in conversation with other visual creatives by
asking, Why is branding necessary and why do we buy into specific brands?
Furthermore, why is it important to establish branding that is recognizable on a global
level? Branding is an imperative concept, especially when it makes its presence digitally.
My view is that branding is the process of attaching an idea to some object, or to
a service or organization Rob Walker
Brands exist in the minds of people who interact with them. Brian Collins
The thought-provoking conversations that Millman has throughout Brand Thinking
leaves the reader questioning his/her own thoughts about branding and why certain
brands appeal to them more than others. What makes them work? What makes them
effective throughout time and how do they remain relevant? For a local business to
succeed, it depends on multiple systematic steps. Local businesses must engage in social
networking. In order to establish credibility they must have an identifiable brand and
once established the brand must maintain integrity.
Sareen, Himanshu. "An Economy of Trust: How Transparency Is Changing the
Tech Industry | WIRED." Wired.com. Conde Nast Digital, 23 Mar. 2015. Web. 07
Apr. 2015.
Sareen Himanshu is the founder of IT consulting firm, Icreon, providing software and
web development. Himanshu discusses how trust is a high value currency in the current
tech landscape and as are social interaction becomes increasingly digital, it is important
that technology has the ability to uphold an economy of trust. Too many times,
businesses lose the trust of their customers based on breaches in technology. This article
makes an engaging argument in how economic trust and the tech industry go hand-inhand.
While you might think that audiences would trust non-profit organizations more
than other businesses, non-profits are actually held to a higher standard of
transparency. When people are donating their money, after all, they want to make
sure that a majority of it will go directly to the cause.
This is why storytelling is so important to non-profits.
This works with my research because I highlight the connection local businesses are
making with non-profits such as Socality in Oklahoma, a creative movement utilizing
social media, specifically Instagram, and donating a portion of their revenue to larger
charities.