Design is not just what it looks like and feels like. Design is how it works.
A great brand is a story that's never completely told.
A great brand is a story that never stops unfolding.
Your most unhappy customers are your greatest source of learning.
The best way to predict the future is to create it.
The best way to predict the future is to study the past, or prognosticate.
The best way to predict the future is to invent it.
We decided that if we get the culture right, most of the stuff, like building a brand around delivering the very best customer service, will just take care of itself.
The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
I always think of it you know building a business, building a brand, a friend of mine gave me a metaphor for it which I think is really true it's like building coral, you don't see it happening it's just little little little and when you step back you think wow.
The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.
One consequence of this is that people are expected to make it on their own by chasing clicks or building a brand. What a diminished vision that is.
If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.
or simply:
