A graduate from SVA’S Masters in Branding explains why the most popular misconception about branding is that it’s just the creation of some cool graphics.

In today's competitive business atmosphere, a company must be more than a snazzy tagline or a pretty picture to keep its consumers consuming. In the latest installment of PSFK's School of Visual Arts (SVA) Alumni Series, foreign student Lee Changzhi shares his thoughts on what makes a brand and why the area truly deserves the amount of traction and recognition it is currently receiving.

Branding is certainly not a modern notion, it’s centuries old. Why do you think this is such a unique area of study that is now gaining traction in both the creative and business worlds?

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