Method 10x10

Method’s diverse and talented individuals are shaping the future of products, services, and entire industries. Written by our own leaders, 10x10 is a series of thought pieces which highlights new approaches and ways of thinking about varying industry challenges, needs, and trends.

Brand as Context in Interaction Design

by Ben Fullerton
Director, Interaction Design

March 2012

I’m sure that I was swearing allegiance to brands as soon as I began to develop the capacity for critical thought.

It’s probably fair to say that, at least in some ways, my ability to analyze and debate was defined by Spectrum versus Commodore, Reebok versus Nike, Coke versus Pepsi, Labour versus Conservative, SEGA versus Nintendo, Apple versus Microsoft, and more. These all were more than brands to me, they were almost systems of belief, and as such forced a decision about whether I identified with them or not.