In a sense, traditional business is design blind.

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

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

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.

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

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

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.