The problem is that not all designers have MBAs, and the process of launching and managing a company isn’t always suited to their skill set. At the same time, not every entrepreneur or business manager is great at knowing how their company should be marketed. So we’ve got one party that knows how to create effective brands, and the other party that knows how to manage effective companies. On his blog, Pieratt explains this idea with a quote from Walter Landor, the legendary designer behind the Coca-Cola script, who said that “products are made in the factory, but brands are created in the mind.
— Ben Pieratt