The ‘B’ word is just one part of the business mix

I must take issue with Adrian Shaughnessy’s comments in his article (Design Business, DW 5 September). He identifies branding as a modern black art and flags up the need rather to impress upon clients ‘the simple power of good graphic design’. Brave words.

For most larger businesses, design is but one of the tools in their brand communications mix.

Our industry is littered with the corpses of frustrated designers who are convinced that they know what their client really needs.

Good graphic design linked to a wider brand communication strategy results in business success. I worry that such comments as those referred to above only serve to position us as having no understanding of the issues facing our clients.

Bernard Guly

Managing director


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