When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

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

Design is the underlying skill that activates innovation. If you want to innovate, you've got to design.

In a sense, traditional business is design blind.

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.

Design can also be used to invent strategic futures, make complex decisions, and craft a bold corporate vision. We need to move design up the ladder of influence.

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