By Big Think on youtube.com
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Design and branding are part of every single thing that we do as humans. It is a way to signal to others non-verbally who we are, what we believe in, and what is important to us. In the last 250 years, corporations have begun to appropriate this behavior to create widespread recognition for their products. In the last 10 years, however, the model has flipped back to bottom up, with people wanting to understand and know that the things they are buying are coming from companies they feel are worthy of contributing to. Finally, anyone creating a brand must ask the questions 'Why?' and 'What is the benefit for humanity?' in order to have a successful brand."