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 genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.
Branding is the process of connecting good strategy with good creativity.
The best design tool is a long eraser with a pencil at one end.
When enough individuals arrive at the same gut feeling, a company can be said to have a brand.