Sex doesn't sell anything other than itself

If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.

Branding is not about what something says or what it means, but how it makes us feel.

Once you know the reason why - you've defined your white space of canvas on which you can paint and create a new concept idea. No matter how creative you are - and thus how much creative space you need - there's always some fundamental values and drivers your brand should seek to address - in order to become successful.

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

Products are produced in the factory; brands are produced in our minds.

The enemy shapes the brand.