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“On Brand”

Am I the last person to hear the expression “on brand” used in the context of design? It was one of several expressions that I heard for the first time at the World Creative Forum in London a couple of weeks ago. Another novelty, for me, was the description of Creative Industries as a “portfolio investment” by a dapper young man from the Singapore government. CI will grow to six percent of that country’s GDP by 2012, he said, with great precision.

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