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Mapping the Customer’s Experience Through Brand Design

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Michael D’Esposo, Senior Partner, Lippincott, Boston Office; Fabian Diaz, Design Partner, Lippincott, New York Office


For leaders of most large corporations, a brand program is not a design exercise-it's a business initiative, subject to issues of return on investment and cost-effectiveness. The truth is, though, that the best designers also see a brand program as a busi




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Branding, CUstomer Experience CX, Brand Design, CX Design, Identity Design

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