Michael B. Hardt
Diplom Designer Professor for Visual Communication  
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    Marketing by Identity    
  Good design is often more a coincident than the result of a planning. The reason why there is only so few real good design in the world is the result of the lack of understanding between marketing and design.

The task is to understand and respect each other.

Marketing by identity is a theory to find a common language between design and marketing, a platform for design management.

Revised manuscript of a speech held in Santiago de Chile, Mexico City and Istanbul in 1994 and 1995.

Free downloadable PDF in English.
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