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name the brand behind the world famous “Le Corbusier Chaise Longue”? This way you are putting your chances for building your brand long-term at risk. Particularly companies who discover design during the mar- keting process like to declare that “design is at our core.” Emphasizing this everywhere all the time is counterproduc- tive, especially when the implied promises are not kept. You shouldn’t overemphasize design in the function of market- ing. Well thought-out design is often “invisible”, as the Swiss social researcher Lucius Burckhardt pointed out in