Form follows the emotion. Brand communicates through design. Brands seek possibilities for dialogue as much as their creators. They are in fact metaphors for modern dialogue. Constant innovation of this dialogue and its vocabulary makes it all the more interesting. Our expectations regarding this relation grow with each new day and become more sophisticated and since we are (luckily) still the center of this brand world, they find new ways of expressing ideas, character and emotions.
In a country where dialogue with compatriots, the surroundings and the world as a whole always had an extremely polemic nature, the brand, both personal and that of the state, always presents an opportunity for a normal communication. Control over one’s own image (form) and identity (substance, character, emotions, etc.) is the essence of branding.
In this ongoing innovation, brands reinvent not only themselves, but also the context in which we operate, technology, culture(s), societies, even the countries. The capital of many companies is far above the wealth of some countries, and some of them have realized that they need to take the lessons coming from the business. Here branding can be the deciding factor for a nation’s future.
Branding is a specific blend of design and business strategy, and a successful brand is generated by conceptualizing a business idea which than uses design to articulate it visually. To accomplish emotional transaction, to trigger this exchange.
The act of establishing this emotional relationship that we call branding becomes the dominant doctrine in the development of the economy, society, culture, and what lies ahead in the future, what lies on the borders of branding - we will discover in the form of two-day dialogue with branding, their owners and creators.