The great lesson of the Internet revolution is not that people never want personal service, just that they won't pay for personal service that does not add real value to the transaction.

Finding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature.

It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand.

The truth is the best brands, like the most interesting people, have a keen sense of self.

Every brand builder will face a million temptations to obscure, dilute, or confuse his or her brand message. These temptations fall under two general headings: boredom and the desire for growth.

The great lesson of the Internet revolution is not that people never want personal service, just that they won't pay for personal service that does not add real value to the transaction.

Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity.