In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.
Howard Schultz • Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time
These archetypes exist everywhere. For example, people see Apple as a rebel brand in part because it’s constantly pushing up against Microsoft. But if you actually look back, Apple is really Eve. Apple is the seductress.
Debbie Millman • Brand Thinking and Other Noble Pursuits
consistent to his promise and identity. What makes a successful brand? The 6 words that summarise this section are: Consistent Authentic Congruent Transparent Aligned Coherent What do these words mean to you? How well do you feel they apply to you?
Noam Kostucki • You are Your Brand!: Everything you know about branding but never thought applied to you
