“Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?”

“Branding is the art of differentiation”

“And while a brand is so much more than a company’s logo, the logo is one of the key ambassadors to any brand.”

“Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, “Why didn’t we think of that?” Be very scared of “old tricks” and build a spirit of innovation. It’s the “old tricks” that have the highest risk, not doing something bold.”

“Consumers today have become a cynical mob of buyers who believe the reviews and ratings of complete strangers much more readily than your brand's promises and distinctions.”

“So it comes down to scarcity, one product or service having qualities you won’t find everywhere or ideally, anywhere. It’s the job of every brand to seek that out as their standard, their stamp.”

“Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.”

“It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.”

“The biggest mistake brands make are trying to “sell their stuff” rather than clarifying what people are actually buying.”

“Who are we, and how do we relate this idea in a way that’s meaningful to our customers and the values they hold dear?In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful.”

“A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it’s irrelevant. But to the right audience, it’s a passion.”