What people think.

What do brand users think and what relevant to their brand. When you know what people need, desire and thing, that you can be a top designer and creative director. Design is a combination of creative thinking and an obsession to observe what people are doing, needing and how they function. The brand essence and experience is all about buying more that just product. It s about attaining status, security, self esteem, etc. Brands have tangible and non tangible assets. (Mac example). As design analyst Denise Anderson would say: "There is no brand experience without design".