We discuss brand culture and the role it plays in both product design and carving out a position in your marketplace.

Scot talks about how product design can influence brand culture, and explicitly how decisions made during the design phase can either contradict or conform to a businesses corporate identity.

Hamish discusses the intricacies of determining and upholding a brand culture for both products and service businesses. He talks about the need for organisations to go much deeper than the visual brand to build a profitable organisational culture.