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

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

Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of punished. Risk taking is the norm instead of the exception. Some companies have already embraced this type of culture change with impressive results.

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

The central problem of brand-building is getting a complex organization to execute a simple idea.

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.

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