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.

In a sense, traditional business is design blind.

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

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

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

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

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