Marketing is all about saying something important or as Malcolm Gladwell explains in The Tipping Point: How Little Things Can Make a Big Difference, something “sticky”.

Design is all about saying something powerful in very few images. This is something that I believe libraries really have to get hip to –to understand that marketing and design and the ways in which we as customers interrupt these visuals and phrases is very subtle, BUT POWERFUL.

For this reason, as Jonathan points out, it is so important to take the time to brainstorm and then distill what the essence of your company, brand, product etc is…It is also vitally important to constantly keep your designer informed of what you like, what you think, what you think is working and why and what you think is not working and why