People relate to people, and if your brand feels like people, they’ll relate to you, too.

Products shouldn’t just work well, they must unfold well.

Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

Do everything in your power to make customers go confidently in the direction of their purchase intention.

Lean brands are the result of continually testing assumptions.

Make sure you test your brand story’s recipe with whomever you’re cooking it for.

Brands play in an exciting sandbox of symbolic meanings.

Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity—in startups, enterprises, and life itself.

Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.