"As much as TV and radio have changed over the past few decades, the real media revolution is taking place in the digital arena of what I call cyberbranding. In contrast to tens of thousands of traditional media outlets, there are more than a hundred million new media outlets and counting. Cyberbranding takes place in the dynamic digital world, with content created and shared by anyone and accessible to everyone"
— C. Kaputa in Breakthrough Branding — How smart entrepreneurs and entrepreneurs transform a small idea into a big brand
"Symbols have an enormous capacity to carry multiple, even contradictory meanings that can be fluid in the face of change. But remember that it is the act of making meaning together rather than the precise meanings made that produces brand value"
— M. J. Hatch and M. Schultz in Taking Brand Initiative - How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
"As (this) business landscape evolved to encompass emerging digital platforms, increased globalisation, and more stringent regulatory environment, the importance of communications—and, specifically, the corporate communication function—has morphed from a backroom tactical department to a strategic liaison between the organization and its many stakeholder groups, all of whom have significantly more control over companies’ reputations and bottom lines"
— P. A. Argenti and C. M. Barnes in Digital Strategies for Powerful Corporate Communications
"The point is, don’t leave the visual imagery associated with your brand to chance; it only weaken the brand… Instead, photography can and should be used, with all the collective forethought you can muster, to express the unique character of your organization and to differentiate it from its competitors and peers"
— DK Holland in Branding for Nonprofits — Developing Identity with Integrity
"All change involves risk. Identity change inevitably involves some element of risk too. However, the decision to change or modify identity normally arises because changes in the organisation’s environment have provoked the organisation to reconsider its positioning. The identity change is one of the manifestations of change which the organisation has to undertake in order to survie successfully. This is the light in which risks should be regarded"
— W. Olins in The New Guide to Identity — How to create and sustain change through managing identity
"Brands are not passive. They do not merely appear. They are about action. Going something. Choosing something. Believing something. They motivate people to buy. To choose. To vote. To commit. To recommend. To connect"
— L. Sartain and M. Schumann in Brand from the Inside — Eight Essentials to Emotionally Connect Your Employees to Your Business
"In relation to corporate branding, the uniqueness paradox often results in identical and clichéd brand values, creating difficult conditions for differentiation. At the same times, focusing on the organisation's uniqueness leads to the risk of producing unrealistic and narcissistic perceptions of the organisation’s capabilities and relevance"
— M. Schultz, Y. M. Antorini and F. F. Csaba in Corporate Branding, Purpose / People / Process
"Essentially, digital branding is the personality of our organization, service or product created by the sum of all experiences that an individual has with that brand. This still includes things such as visual identity, but now also includes much more important and influential touchpoint such as social media interactions and online reviews. Your logo may make you recognisable, but it is you overall brand that decides what I remember you for"
— D. Rowles in Digital branding — A complete step-by-step guide to strategy, tactics and measurement
"Life their partnerships; these mutually beneficial, respectful relationships meet the goals and objectives of both parties, while protecting and enhancing each partner’s brand meaning"
— J. S. Daw, C. Cone, K. Merenda and A. Erhard in Breakthrough NonProfit Branding — Seven Principles to Power Extraordinary Results
"A picture may be worth a thousand words, but are they the right words?"
— DK Holland in Branding for Nonprofits — Developing Identity with Integrity
"Build: Engage and empower— Give staff and volunteers the power to “live” the brand meaning via daily actions and interactions.
- Make the brand meaning part of the hiring, training, and feedback process.
- Free your staff to focus on their role of building and being the brand"
— J. S. Daw, C. Cone, K. D. Merenda and A. Erhard in Breakthrough Nonprofit Branding — Seven Principles to Power Extraordinary Results
"Like an effective mission, a strong brand can help staff, members, and supporters stay focused on what’s most important to the organization. It provides a helpful framework for evaluating initiatives such as new programming and strategic partnerships"
— M. Levy in Building Your Brand — A Practical Guide for Nonprofit Organisations
