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

The most innovative designers consciously reject the standard option box and cultivate an appetite for thinking wrong.

Brand is not what you say it is. It’s what they say it is.

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.

To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.

Convincing isn't really possible in an age of customer control. Customers hold most of the cards today. They have good visibility into their choices, and they can easily share information with each other. Not only that, they don't like to be sold. But they do like to buy. Your job shouldn't be to convince customers to buy, but to help them buy what they want.