The truth is the best brands, like the most interesting people, have a keen sense of self.
David F. D'AlessandroFinding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature.
David F. D'AlessandroBrand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself.
David F. D'Alessandro