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Stephen Bradbury found himself cruising past the competition and winning gold for Australia at the 2002 Winter Olympics—some might say he was lucky. But the story of how he did it is really a story of how the others didn’t. It’s painful, exhausting, and a bit humiliating when you put in the time and money, but you don’t get the reward or even worse, the result.

So many people reach out asking for a logo, event collateral or graphic design request. Most designers would ask “what colours do you want to use?” but the response should really be “what brand experience do you want to create?” I want to share the important difference between Branding and Design, how both have evolved and how both will impact your marketing drastically. A brand is something