Above all else, align with customers. Win when they win. Win only when they win.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
The one thing that offends me the most is when I walk by a bank and see ads trying to convince people to take out second mortgages on their home so they can go on vacation. That's approaching evil.
If you never want to be criticized, for goodness sake don't do anything new.
Your brand is what people say about you when you're not in the room
It's not an experiment if you know it's going to work.