Missed our conversation with Mark Kingsley last week? Register here to watch this episode of PRINT Book Club.
When challenged by his publisher to articulate 100 branding principles—it had to be one hundred (the book is part of a series with the number in the title, after all)—Mark Kingsley didn’t think it was possible. Two years later, with momentum behind him, Kingsley had done it.
Rather than principles, Kingsley thinks of the 100 nuggets in Universal Principles of Branding more as ethical admonishments, conversation starters, and what-ifs. And the “universal” banner? Kingsley and the publisher agreed to disagree. Because if you do brand work, you know tactics aren’t always the answer. Dogma doesn’t fly in a field that moves at the speed of culture.
Step off your position and just listen. Communication is THE METHOD.
Mark Kingsley
Debbie Millman’s and Steve Heller’s “brain stretching” conversation with Mark Kingsley often veered into philosophical territory, and we loved every minute of it. They covered Dapper Dan, The Simpsons, ‘Martha’ tables, Catholic propaganda, AI, and well, ‘yada yada.’ They might also have distilled down the difference between IDENTITY and BRAND. If you missed it, register here to watch the episode.
Don’t own a copy of Kingsley’s book? You can order one here.
We look forward to seeing you at our next PRINT Book Club with Edel Rodriguez on December 12.