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

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

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

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

You can't be a leader by following a leader.

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

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.