Controversy in Design

Luciano Cassisi

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Episode notes

Luciano Cassisi is an Argentine expert in branding, creator of FOROALFA, professor at the University of Buenos Aires, and, above all, professional polemicist.

Luciano runs his own studio, Cassisi Branding, and regularly gives lectures, seminars, and workshops on branding at universities and design congresses in several Latin American countries.

He shares his ideas through articles in FOROALFA and videos on his YouTube channel, from where he promotes reflection and debate on design, branding, and communication.

In this episode, we talked about the particular characteristics that product brands have that differentiate them from corporate brands. He also explained to me why he believes that graphic brands are not messages but elements to sign messages. He also confessed why he is not very proud of the word designer.

Inspiring brands to take a new look at their packaging.

Inspiring brands to take a new look at their packaging.

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