I have enjoyed a lifelong fascination with how people and organizations express who they are. The fifth edition of my book, Designing Brand Identity: an essential guide for the whole branding team, was published in 2018. I wrote the book, because it didn't exist--I wanted to demystify branding, deconstruct the process, and illuminate the relationship between design and strategy. My editions have been published in Spanish, Chinese, Portuguese, French, Russian, Polish, Portuguese, and Korean.