Camels

When you look at the consumer products generated by many other manufacturers, and even by Braun today, there seem to be an awful lot of camels around. Maybe these companies are too diffuse, have the decision-makers in the wrong places or are continually making the wrong decisions and have no one to stop them. They make products with short-term goals in mind, seducing the eye of the buyer with fashionable colors, sensational curves or exotic surfaces. They may have external designers and, perhaps most significantly, the brand identity is defined by external marketing concerns, rather than design or user-related issues.

The lesson to learn from Braun is that allowing a consistent philanthropic design approach to define a company can be extremely successful if it is executed with discipline, flexibility and good timing combined with hard work and, not least, great talent.

  1. ​Having quite lost sight of the principle​