Since the 19th century we have lived in a world where form and function were the innovative frontier. Where the bar for consumer differentiation was how well something worked and how attractive it was. That's not the world we live in anymore. Form and function are table stakes for brands today, and the consumer of the 21st century, who is armed with more information and choices than ever before.
In the rising tide of competence in design, marketing, and manufacturing, AI superintelligence, and shifting consumer expectations, there is only one moat left to defend- brand. And the product you create either proves, or disproves who your brand claims to be.
Form Follows Brand is a philosophy born from real-world practitioner observation. Forged from decades of agency and in-house experience, Jayson Simeon walks through the historical proofpoints that led us from Louis Sullivan's form follows function declaration, and traces the thread to the humanistic motivations of the modern consumer who is desperately seeking authenticity in a world of faceless variety. Once you see the world through the lens of this philosophy, it becomes genuinely impossible to ignore.
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