Oscar E Pena's guide to branding

As a lecturer at the Design Academy, Eindhoven and creative director at Philips, Oscar E Pena has come to understand the importance of process. In this presentation he reveals the principles and practices that have made Philips successful, such as in The Ambilight. Oscar shares the how-tos of constructing a brand, that exists in tangible design as well in the mind of the consumer, and shares his personal insights into successful "making".

Through "playing seriously" we are able to maintain an enthusiasm for our work and impact the world with what impassions us, says Pena.

Pena has realised the importance of loving what you do as well as the fact that that you cannot separate the individual from his or her creations.