And so we did what we’d been taught to do in school: We built a brand. Branding is something designers think about a lot. You take something like a perfume or a car tire, or butt-flavored bubble gum, and you ask questions about it that you shouldn’t be able to ask. What kind of tuxedo would this car tire wear to the prom? What is this perfume’s favorite movie? You try to end up in a place where you understand a product as if it is a person.
