Alex Center is a designer and founder of the branding company CENTER. Prior to building his own studio, Alex worked at Coca-Cola, where he became Design Director, for 11 years. On this episode of ITS, Alex and Ali talk about what makes iconic brands magical, why packaging is just one part of a larger ecosystem (hint: you must also have a great product and the people are key), and why the best brands make you feel like a superhero.

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