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How Powerful Brands Can Change the World

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At FUSE last year, we caught up with Cheryl Swanson, Managing
Partner, Toniq, to discuss how brands are changing the world and how the
synergy of brand strategists and designers can impact business.
Today, building better brands is key and big brands can do
amazing things on the planet. Essentially, they have the power to give back. For
example, Stella Artois with its water project and Vaseline with its healing
project.
'To me, better brands are brands that act better in terms of
good citizenship,' she said.
Brand strategists know what's going on with the consumer and
the culture, while designers really know how to bring all of that information
to life in a visual way. So, if they are siloed, you don't get that synergy of
effort and creativity.
Swanson explained, 'If designers and brand strategists are
brought together, they can knit something that is powerful and bigger than the
sum of its parts.'
Watch the full
interview below:

Interview with Cheryl Swanson, Toniq from IIR USA on Vimeo.

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