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308-11731-93 st T5G 1E2 Edmonton, AB, Canada

The myth that you control your brand is like believing you control your reputation. Your reputation does not belong to you, in spite of your best efforts. The modern concept of brand is no longer one of ownership but of community interpretation of your brand in youtube mashups, for example, and other internet content. How can a brand owner control that other than to embrace each opportunity for learning about your brands loyal fans, and what they think your brand is?

Let new ideas face the fire. Your ambition, remember, is nothing short of brand transformation, so this is no time for lily-livered consensus management.

Reissue of the 1974 NASA Corporate Identity Guide available in hardcover on Kickstarter