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The Brand & Consumer Connection Can Be a Wonderful One or a Miserable One

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An interview with
Stefan Sagmeister, Sagmeister & Walsh

The brand and consumer connection can be a wonderful one or
it can be a miserable one. There needs to be a connection that is clear to both
parties, but the challenge is how to make that connection.
When it comes to connection, Stefan Sagmeister isn't sure
that this 'constant immediacy' is the only solution to a big connection in
branding or marketing.

'I think that there is ample evidence that fewer and better connections
might ultimately be superior to constant mediocre ones,' he explained. 'I hear
many more people complaining about the constant borage and very few people
complaining about something wonderful or something delightful that they have
seen every once in while.'
Watch the full interview

Interview with Stefan Sagmeister, Sagmeister & Walsh from IIR USA on Vimeo.

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