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

In a sense, traditional business is design blind.

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

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

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.

Cultures are naturally resistant to change. The same shared mental models that allow large numbers of people to work together efficiently can also keep people from imagining new ways of working together. In many corporate cultures, new ideas are viewed as heresy. But it doesn't have to be that way.

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