> Branding isn't merely orthogonal to good design, but opposed to it. Branding by definition has to be distinctive. But good design, like math or science, seeks the right answer, and right answers tend to converge. > -- [[The Brand Age]] 好设计追求“最优解”，而最优解往往只有一个，大家最终会殊途同归（向心）。但品牌的本质是“与众不同”（离心） 因此，**当技术进步抹平了产品的实质性差异后，为了彰显品牌，厂商只能被迫牺牲好设计**。他们必须故意做出奇形怪状、不合理甚至难用的东西（比如把手表做得巨大、加上无用的突起、让表冠难以拧动），仅仅是为了让人隔着会议桌就能一眼认出这是什么牌子。 > "If you want the adherents of a religion to have customs that set them apart from everyone else, you can't make them do things that are convenient or reasonable, or other people would do them too. If you want to set your adherents apart, you have to make them do things that are inconvenient and unreasonable. It's the same if you want to set your designs apart."