Raj interviews Darren Horwitz, founder of Ten Ten Group, about how major companies like American Airlines implement their brands into the smallest details such as cocktail napkins and PowerPoint decks. He emphasizes the importance of tying brand design to business strategy. Creating a positive brand experience for customers requires putting yourself in the customer's shoes and thinking about every interaction and touchpoint. Darren and Raj also discuss providing a good experience without going overboard. They give examples of how small details, such as the quality of a pen or the design of a folder, can impact the overall brand perception by creating consistency and trust at every step along the way.