From Wonder Design Lab // my former design & innovation studio Brand The Five Brand Dimensions –Why Almost All Branding Is One-Dimensional For decades, branding has been treated like a communications exercise. You define your positioning, craft a visual identity, make a brand book, and hand it off to marketing. The result? A nice logo, a color palette, a few tone-of-voice examples — and a brand that looks great on paper but struggles By Tobias Dahlberg • 5 min read
