Overview

Tell a brand what to do and it disappoints you. If you see a brand coming down the street, don't look at it: cross over to the other side and continue walking in the opposite direction. Ask too much of a brand and be prepared for it to lose its soul. A brand won't be pressured; it finds its own limits, and it shows you who it is. A brand dances along the fine lines between who it claims to be, who you think it is and who history tells you it has been. - from the 2015 Edition

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9781530849604

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SMoss, brand guru, philosopher, writer, and artist divides his time between Europe, India and Southern California. A disciple of designers Armin Hofmann, Fritz Gottschalk and Paul Rand, he was based in NYC for 25 years. He is founder of The Club of Venice, a private conversation on brands and branding. He acts as Brand Ambassador for Gottschalk+Ash of Zurich, Switzerland; is a faculty member at Academia di Belle Arti Cignaroli of Verona, Italy where he teaches International Branding: Theory and Practice ; and is the author of What Is A Brand?, available on Amazon.

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