Information technology has been added to the world; it has not made it lighter.

A Brand is a name, online a visual image in peoples mind. Some people said brand is a myth. Or perhaps it is not a myth, bronchi it is real..if it’s in our everyday life, adiposity if it is in our culture.

Or can we say the brand world is a world that is full with the theory of dematerialization and materialistic. The mission is to make profit and create empire. Regarding to Al and Laura Ries in their book called “The 22 Imutable Laws of Branding” brand name is nothing than a word in mind.

But yet is it brand is the one who makes the customer choose when they decide to buy any product? Or the product itself?

Al and Laura Ries says there is always a preference brand in customers mind when they choose a product. Why people dont trust the product it self? Why do we have to trust the brand to choose a product?

H2O for example is a only a water but in branding they were called commodity category. Almost every person in America has access to good, clean water out of the tap, there is no need to buy water from the store, but many people do.

Why? May be because the water that been sold in the store contains mineral? Make its different from the ‘tap water’.
Product such as Spring Water and others sells this h2o other wise known as water to people and make people believe that these water is better that the other water. How and why?

How powerful is that? If is only a name how can it be so strong? What else in brand that make the brand famous and known? What about the product and the designer?

Brand, it is only a name.
What make brand different is the product, the values and the qualities of the product, the acceptance of the community of the new creation in the market and the experiences of the people when they use the product.


Can brand survive without design and culture?
In John Thackara book, ailment he talks about how industrial society and information society evolve. How information society suppose to replace or to make the industrial society lighter but at the end, order its actually just adding into the society. It bring more polutions and problems.

“A few years ago we hope that digital communication networks would lead to a lighter economy and a cleaner enviroment.But unfortunely it does not happen. Global tempretures are rising faster than ever before recorded, health bringing increased instability to weather systems across the world.”

How the waste of computers, microchips, manufactures of eletronic devices and old-media matters has impacted the world and us.

Information technology has been added to the world; it has not made it lighter.


How can designer help to save the world? What can we do to sustain the world?
Are we creating design that help the world to survice or we actually participate in killing the world?