The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.
Seth GodinIf you're going to buy a real book, a paper book, there better be a good reason. Perhaps scarcity is one of those reasons.
Seth GodinYou want it to be hard. If it's hard, then that means others can't do it easily and you can charge for that value.
Seth GodinFitting in is a short-term strategy that gets you nowhere. Standing out is a long-term strategy that takes guts and produces results.
Seth Godin