The problem with brand exceptionalism is that once you believe it, it's almost impossible to innovate. Innovation involves failure, which an exceptional brand shouldn't do, and the only reason to endure failure is to get ahead, which you don't need to do. Because you're exceptional.

Our last project is about simplicity and we try to find alternate simple version for some package samples of the international brands. We think almost every product needs some review for minimal feeling.

Our first contact with a logo, if for a brand we aren’t familiar with, has little associated context. Therefore, we have no associated feelings with the logo and we won’t react strongly. We probably won’t notice it, we may react a little bit, but whatever our feelings about it will soon be overwhelmed by any direct experience. As our context changes over time, as we use the products and associate our experiences with the brand, then our feelings about it change as well. Bierut says: