One thing that’s become clearer than ever this year is that brand authenticity and consistency as well as being able to adapt and evolve are essential in business. Someone who knows a lot about creating authenticity through brave design and innovation for the future is Ian Cartabiano, President of Toyota Europe Design Development, who is responsible for the progressive direction of Lexus vehicle design. When it comes to pushing boundaries in design to create highly technical and futuristic cars, Lexus are ahead of the curve. I ask Ian how the Lexus brand consistently appeals to their customers through design and craftsmanship, the importance of evolving into the future through innovation and how to apply these principles to any business.
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