Mark Shillum visualizes a brand as a pattern and says that maintaining relevancy through change is the most important strategy.

Marc Shillum of Method Design has set about approaching the field of branding from a whole new perspective. At PSFK CONFERENCE SAN FRANCISCO he began by introducing his concept of ‘brands as patterns’ whereby the most important feature of a successful brand is not just consistency, but rather the ability to continually reinvent the brand image according to what is most relevant at the time. In short, a successful brand must have a long term goal that is is working towards, but the short term strategy of how to get there must be continually reworked to remain coherent and relevant in a contemporary context.

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