experience of the authors. Based on their belief that it is impossible to have good designs without having

Land : The Bells of Amersfoort / Shane Graham -- Chronicles of Belief and Unbelief : Zakes Mda and the

Savvy, by WOW Branding's Perry Chua and Dann Ilicic, explores the belief that the world's strongest

IDEAS -- New Traditions -- Belief Systems -- Time -- Herd Instincts -- Connecting -- Luxury

illuminating his personal design philosophy, his belief in the intimate relationship between design and the

bodies / Mary Douglas -- Embodied information in face-to-face interaction / Erving Goffman -- Belief and

Impression en relief.

-- Congruency theory -- Cognitive dissonance theory -- Belief-hierarchy theory -- Social judgement

: Birds Eye: 'RNLI' -- The Three Waves in Branding -- The Power of Belief Systems -- The Essentials of

shampoo -- Convenient fictions -- Fairytales of science -- The rivers of belief -- Surviving postmodernism.