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Saab Drivers Never Forget
The document discusses how novelty and intentional change can reinforce a brand through innovative interaction design. It notes that sometimes differentiated and mismatched designs are good, and uses examples like Saab, Apple, and a snowmobile to illustrate how brands can position themselves through continuous design and change. The key point is that innovation, achieved through intentional changes that create value, can be a core brand attribute when applied to interactions and customer touchpoints.
