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Inside Don Norman’s Herculean quest to fix design education

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inside-donAt 85, the legendary designer and author of The Design of Everyday Things is on a mission to rethink out-of-touch design schools. Just don’t call it a swan song.

Don Norman, the godfather of UX, is holding up his phone on Zoom. “It’s a Google Pixel,” he says, “but it doesn’t matter, they’re all the same.” He explains that if you add less than an inch, you could put in a bigger battery. A little more than that, and you’d make that battery replaceable. But smartphones weren’t meant to last. And like myriad other things we use in our daily lives—our cars, our clothes, the fridge, even our lightbulbs—this is by design.

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Every brand onion

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I find few things as silly in the world of marketing as the classic Brand Onion.  The Brand Onion goes by many names — Brand DNA, Brand Architecture, Brand Wheel, Brand Key, etc. — but it’s basically a one-page synopsis of a brand, collectively word-smithed by the marketing team. Read More

HOW LANGUAGE IS THE KEY FOR BRANDS TO UNLOCK CONSUMER BEHAVIOR

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The CEO of research company MotivBase offers a primer for brands on changing purchase behavior brought on by the pandemic.

Ujwal Arkalgud has had a busy 18 months. As co-founder and CEO of research firm MotivBase, Arkalgud studies the meaning behind what consumers say and write and decodes it for brands. Among MotivBase’s clients are Clorox, Procter & Gamble and General Mills.

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