What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to accept that there are a lot of things you just cannot quantify.
Wally OlinsWe have to be alert to the way brands behave and misbehave. We have to reward the good ones with our loyalty and punish the bad ones by avoiding them.
Wally OlinsOverall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.
Wally Olins