A brand is a person's perception. Of course, it makes marketers nervous to think that marketing is out of their control, but that's why the discipline of branding has emerged.

The best design tool is a long eraser with a pencil at one end.

Branding is the process of connecting good strategy with good creativity.

Designers don't actually solve problems. They work through them.

A brand is a person’s gut feeling about a product, service or organization

A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.

I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.