Or is it the other way around?
Every year the festival challenges us to reassess what 'design' really is. And that's not exactly a bad thing, writes JKR's Katie Ewer.
The golden rule of hacking the mind of the shopper is perhaps easier than we think it is.
If you think the Chinese smartphone brand is all about aping Apple, think again.
A simple observation about eyeballs in peril led to a true innovation that's not only functionally elegant but also visually distinctive.
TWG Tea's delicious blend of luxury and old-world glamour is capturing the imagination (and taste buds) of tea drinkers from Singapore to New York City. Does anyone care that despite the brand's colonial-era trappings, it only dates back to 2008?
The made-in-Japan whisky brand cultivates its own distinctively Japanese 'voice'.
The China-born maker of furniture, housewares and jewellery is out to prove it can create a strong luxury brand despite lacking a long heritage of craftsmanship.
In which we ponder how the innocuous character (who is NOT a kitty, according to her owners) continues to enthrall millions and make billions.
Virtually unchanged for more than 100 years, Ayam Brand knows the value of an unmistakeable identity.