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The Brand Flip: A book review by Actionable Books

By Scott Reavely

“A brand isn’t what you say it is. It’s what they say it is.” – The Brand Flip, page 133 My first job on the plains of Central Montana was in branding. In fact, I was in charge of brand flipping. The cowboys would bring the calves to us. We’d flip them and hold them…

Muccino de Liquid Agency: “el logo debe tener una conexión con el espíritu d…

By Fernando Zúñiga

Para el creativo, el mayor riesgo que enfrenta una compañía que cambia su logo es alinear a todos su stakeholders (consumidores, socios, empleados, medios, etc). En entrevista con AméricaEconomía, el cofundador y director creativo de Liquid Agency, Alfredo Muccino, se refirió a los aspectos que deben considerar las empresas antes de enfrentar un cambio de…

The Brand Flip: A book review by Bob Morris

By Robert Morris

The choice: companies “can leap into the future and possibly land on their feet” or wait to be run over by their competition I have read and reviewed all of Marty Neumeier’s previously published books and thus was eager to read his latest in which he explains how and why “customers now run companies —…

Alfredo Muccino comments on Donald Trump’s brand.

By Michelle Castillo

Alfredo Muccino, Co-Founder and Chief Creative Officer of Liquid Agency was asked to comment on the impact of Donald Trump’s inflammatory remarks on his brand and the brands of the companies associated with him. The following article was written by Michelle Castillo and published by CNBC on July 2, 2015. How Donald Trump’s inflammatory words…

The Skeptic’s Guide to Low-Fidelity Prototyping

By Laura Busche

Designer Paul Rand once said, “An understanding of man’s intrinsic needs, and of the necessity to search for a climate in which those needs could be realized, is fundamental to the education of the designer.” Prototyping helps us to unveil and explore these human needs, opening the door to insightful interaction and more empathetic design…

Liquid Agency’s creative boss pulled himself up by the bootstraps and into…

By Phil Beadle

Alfredo Muccino has made a career out of doing things his own way. He dropped out of school and started multiple businesses. Today, he’s at the intersection of San Jose’s burgeoning arts and design scene. While juggling projects can be a recipe for disaster, Muccino strives for style amid the storm.

Innovation: a critique

By Linda Baker

A Design Week panel discussion raises questions about how innovative we really are. After last night, I’m ready to take a cross-country car trip for a few days, if only to listen to Genevieve Bell on tape reading aloud from one of her papers, Ted Talks or simply musing on the world as it is and as it should be.

Did You Pay for That? Kate Bingaman-Burt’s Obsessive Consumption

By Megan Burbank

Every day for eight years, Portland designer and illustrator Kate Bingaman-Burt, whose show More, More, More is on display at Liquid Agency for Design Week, made a small drawing of something she bought. The resulting collection totals almost 3,000 and looks like a cross between an expenses ledger and a visual diary, moving comfortably from the…

Brand book bites from The 46 Rules of Genius

By Denise Lee Yohn

The book:  The 46 Rules of Genius: An Innovator’s Guide to Creativity – a stimulating short guide to cultivating creativity The brain:  Marty Neumeier is the perfect person to write about genius because he is one.  He rocked the world in 2005 with the book The Brand Gap:  How to Bridge the Distance between Business…

Michael Porter and Clayton Christensen Are Both Wrong About Finding the Future o…

By Marty Neumeier

This article is by Marty Neumeier, director of transformation at Liquid Agency, and author of Metaskills: Five Talents for the Robotic Age and The 46 Rules of Genius; An Innovator’s Guide to Creativity. The New York Times recently pitted strategy gurus Michael Porter and Clayton Christian against each other on a thorny question: How should Harvard Business…