Since many of today’s best-known manufacturers no longer produce products and advertise them, but rather buy products and “brand” them, these companies are forever on the prowl for creative new ways to build and strengthen their brand images.

Product designers will say, 'I'm not a brand person.' No, the product that you're building is going to be 80% of what people take away as the brand. They have to be completely linked in that manner.

A brand is nothing less than everything everyone thinks of when they see or hear your name.

The brand is the impression that people have of your product and service. Whether they love it or whether they don't, you want people to know how they feel about your brand.

To be on brand is to be 100% certain of who you are and what you do, and certainly, in art and in life, is not only completely overrated, it is also a roadblock to discovery. Uncertainty is the very thing that art thrives on.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace.

Brand is another word for reputation or image. And you don’t get a reputation just by claiming something.

Your personal brand should be like water: not only clear, but transparent to the public. People thirst for that, and they will drink you up.

companies trying to misrepresent the product they sell by playing with our cognitive biases, our unconscious associations, and that’s sneaky. The latter is done by, say, showing a poetic picture of a sunset with a cowboy smoking and forcing an association between great romantic moments and some given product that, logically, has no possible connection to it. You seek a romantic moment and what you get is cancer.

A brand is two words: the ‘Promise’ you telegraph, and the ‘Experience’ you deliver.

Brands have to put their money where their mouth is when it comes to diversity…Don’t hire a black woman or a trans woman or a disabled woman and then get cross if they have opinions about their colour or their gender or their disability. The danger is if you’re hired just to be pretty but then you start having opinions about abortion, then you’re gonna get dropped. And of course you should be able to do both.

Branding requires accountability. To build a great personal brand (an eponymous one), you must take on the risk of being publicly wrong.

The personality of a product is an amalgam of many things – its name, its packaging, its price, the style of its advertising, and, above all, the nature of the product itself.

The personality of firms like Polaroid, Xerox, Control Data, IBM, ITT, LTV and General Motors clearly reflects aspects of company and management intent that are manifested only partially in such activities as research expenditures, choice of product line and recruitment and development of organization members.