“Why is it there’s no aisle in a grocery or department in a store or menu on a website for “average stuff” or “beige products”? FACT: People never got passionate about mediocre and average. While consumers and clients can find “best deals” and “natural foods” and “artisan goods,” one doesn’t find an aisle or a website menu tab offering “average stuff” without excelling in something (which might explain that while vanilla is necessary for the ice cream sundae, it’s the hot fudge we all crave and talk about).”

“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.”