A strong brand surprises and inspires and, in doing so, demonstrates its relevance to the modern consumer. The age of advertising as the tool for surprising and inspiring seems to have gone forever. Product experience and brand presentation provide excellent opportunities for renewing contact with the consumer and underscoring the brand’s relevance and vitality.

By using recent examples this article learns you more about how to use design as an effective tool for securing a brand’s relevance and vitality.

The Surprise and Inspiration strategies described provide the marketer with some very useful ways of achieving this for your brand.