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How has consumer behavior has shifted in the past, and will shift because of this recession?

Consumer behavior has shifted to where the spending habits are much more frugal, and much less on items that are excessive. Much of the basis is being focused upon brands that the consumer trusts and rather than spending money on items and brands that do not have the consumers trust. This puts more education in the hands of the consumer for the reasons that the money they spend is that much more valuable, and does not want to be spent fruitlessly. Another interesting piece that has shifted from the past is that of brands catering to the individual by allowing full customization over what the consumer is purchasing. This is far from the mentality that once was away from mass production of items which helped spark industrialism.

How does design develop brand truth?

A design develops brand truth by keeping everything cohesive with the brands identity, from the quality of the product, to the way it was packaged, and so it gives the user a good experience. NikeID does this very well by keeping the system from online to the stores all on the same system allowing the user to see similar outputs for the same product, and it keeps it all understandable to where someone who first uses it sees it as intuitive. This develops brand truth for the customer that Nike is working for them, to bring an unique shoe to the customer.

Is there a difference between producing happiness and producing brand loyalty?

There is most definitely a difference between producing happiness and brand loyalty. Although happiness is a large factor in developing brand loyalty, it does not make brand loyalty. Happiness is produced off of a certain product in the brand, while brand loyalty is something developed over time after having consistent positive reactions with a brand, such as the example of having a Mac, having it work great over time, it breaks down, then you get in contact with their customer service, and they're helpful, and get your product fixed that provides happiness, and eventual brand loyalty.