Banning the word brand
认为“品牌”概念过于神秘和行话化，建议用“体验”和“视觉识别设计”替代，让员工成为体验设计师，融入特定精神，从而形成难以复制的竞争优势。
Seeing that the concept of brand is far too veiled in mystique and jargon, let's try this. Let's drop this word brand and start talking about experience for staff and customers. Everything visual we can call visual identity design. Here's why : When people who work in any position of authority in a company are : Aware of their roles as experience designers; Are able to weave a specific ethos into these experiences, the result is an impossible-to-copy competitive advantage.