A creative methodology to build brand building blocks as a foundation for product design. Brand building blocks serve as a road map for the major decisions in the product design process. They reflect the core business goals and outline the way they will be achieved. When planning what features will be included and how will they be implemented, these understandings can be a very powerful decision making tool. This lecture will discuss a structured creative methodology to come up with brand building and how these can serve as a foundation for a creation of successful, coherent user experience.