A global brand building strategy is, in reality, a local plan for every market.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.

Brand handling synergy means developing and communicating your company's values and identity consistently.

Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.

[Logo] is an encapsulation of an emotion.

We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.