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.

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.

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

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

Without design thinking, the only sane response to a problem is to make a smaller, "safer" move. Smaller moves don't get you very far. They key is to let out the leash on imagination, but not take it off the leash. Imagination is the only path to innovation. It's a good example of something that humans do better than machines.

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