Axis 108

The new issue of AXIS (108) is out, and I picked it up last night. The feature is on something that interests me very much: branding. From the AXIS site:

Today, all manner of things can become brands – it’s not just limited to corporations or manufactured products anymore. And there are many ways for something to become a brand: it can be planned from the very beginning or take place without anyone really being aware that it’s happening. In AXIS vol.108 our purpose is not to answer the question “What is a Brand?” but to examine some of the latest and most unique examples of branding and shed light on “how they succeeded in becoming brands,” or “what they are doing to become one.