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Bridging the Strategy-Design Gap: Why Brand Identity Needs a Pre-Concept Phase
When a corporate branding project ultimately falls short, the failure can rarely be traced back to the final logo design stage. Instead, the breakdown almost always occurs much earlier in the strategic lifecycle—specifically during the discovery phase, when abstract, high-level descriptors like "modern," "trustworthy," "premium," "friendly," and "disruptive" are left completely undefined. The resulting disconnect…
