"With clarity of mind comes the qualities that drive sustainable results. These qualities and results are what individuals and organisations are searching for"
— J. Smart in Clarity — Clear Mind, Better Performance, Bigger Results
"Organizations who know who they are and what they stand for start any brand-building task from a position of strength. To build authenticity, agree on brand essence and apply it to every trademark, tagline, key message, and interaction. A brand is not a logo, but a logo should unlock positive associations and strengths"
— A. Wheeler and J. Katz in Brand Atlas — Branding Intelligence Made Visible
"Use custom-made hashtags to bolster your brand identity and location, …, especially useful when new customers click to learn more about you"
— A. Macarthy in 500 Social Media Maketing Tips
"Will you tell me a secret about the art world that will make me feel like an insider? The Mona Lisa has no eyebrows. It was the fashion in Renaissance Florence to shave them off"
— Charles Saatchi in Be the worst you can be — Life is too long for patience & virtue
"While many think that creating awareness is the first step to building a strong brand, the fact remains that it’s necessary to determine what meaningful difference you want your brand to represent in the minds of consumers before you start shouting about it"
— A. P. Adamson in Brand Digital — Simple ways top brands succeed in the digital world
"A purely analytical approach to describing brands by using attributes is not helpful. Different people will interpret these brand profiles differently and, more importantly, these analytical descriptions won’t capture the essence of the brand"
— P. Steidl in Creating Brand Meaning: How to use Brand Vision Archetypes
"Companies that haven’t yet embraced the Internet will find themselves at an increasing disadvantage, as nowadays an online brand strategy is just as important as one that is offline"
— P. Temporal in Advanced Brand Management — Managing brands in a changing world
"Continuing engagement from the live environment into the digital world has given experiential greater longevity as a channel and, most important of all, increased the perceived reach of campaigns"
— J. G. Fisher in Strategic Brand Engagement — Using HR and marketing to connect your Brand, customers, channel partners and employees
"Every time customers experience a brand, it should feel familiar. Whether they are using a product, talking to a service rep, or making a purchase form their iPhone, the contact should feel cohesive. Alignment begins internally with adherence to a dynamic central idea"
— A. Wheeler and J. Katz in Brand Atlas — Branding Intelligence Made Visible
"Moments of truth determine success or failure, weakness or strength, loyalty or desertion, resolve or retreat. Moments of truth are not defined by companies or brands, but by everyday people whose experiences impact on their lives. The really smart companies in the world of branding accept that powerful brands are the only route to survival and differentiation"
— P. Temporal in Advanced Brand Management — Managing brands in a changing world
"Any business, in any corner of the world, must create an experience to engage its employees before it can expect those employees to deliver the brand to customers. The key to employer brand is tapping the emotional essence of the company and its brand and using that emotional essence to frame and articulate the employee experience"
— L. Sartain and M. Schumann in Brand from The Inside — Eight Essentials to Emotionally Connect Your Employees to Your Business
"Metaphorically, the development of a brand in the customer’s mind is similar to piecing together a jigsaw puzzle. A single brand contact, whether an ad, an anecdote, or personal experience from service encounters, represents one piece of the puzzle. Over time a customer collects more brand contacts, i.e. pieces of the jigsaw puzzle, and gradually, the puzzle takes form. Once there are enough pieces, the customer may start to comprehend the picture of which the jigsaw puzzle is about"
— T. Moilanen and S. Rainisto in How to Brand Nations, Cities and Destinations — A planning book for place branding
"Social networking is probably the most significant innovation in the last decade of online branding and is challenging all previous methods of brand communications"
— P. Temporal in Advanced Brand Management — second edition — Managing brands in a changing world
