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

Orson Welles summed it up best in The Third Man. ‘In Italy, for thirty years under the Borgias, they had warfare, terror, murder and bloodshed, but they produced Michelangelo, Leonardo da Vinci and the Renaissance. In Switzerland they had brotherly love, 500 years of democracy and peace, and what did that produce? The cuckoo clock.

France was about to fall to the Germans, and Neville Chamberlain was about to resign as Prime Minister of Great Britain. He called Winston Churchill and Lord Halifax into his office. He said, “Well, one of you two will have to replace me. Who’s it going to be?” Churchill wrote, “I knew no Englishman could ever say ‘Give it to me’. So whoever spoke first would be the loser. It was the longest 30 seconds of my life, but nothing would induce me to speak.” Eventually Halifax couldn’t bear it any longer. He cracked. He said, “Well, I suppose you’d better give it to Winston.” Churchill accepted, and became Prime Minister. Imagine the course of history if Churchill had spoken first.

One of the best advertising people ever was Carl Ally. He said the true creative person wants to be a know-it-all. They want to know about all kinds of things: ancient history, nineteenth-century mathematics, modern manufacturing techniques, flower arranging, and lean hog futures. Because they never know when these ideas might come together to form a new idea. It may happen six minutes later or six years down the road, but they know it will happen.