In order to lend form to identities, relationships and interactions, we need an approach which places the user at the centre, taking advantage of the power of strategic analysis and creative thinking in order to take on complex problems in an ecosystem which is constantly changing. 

We have moved from a top-down model to the centrality of the customer and then to questioning about what branding means in the consumer’s era.

CBA Quaderno Branding by Design Title
CBA Quaderno Branding by Design End ENG

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