Fun without sell will get you nowhere, but sell without fun tends to become obnoxious.

Leo Burnett, advertising legend

Make it simple, but significant

Don Draper, Mad Man

If you can’t solve a problem, it’s because you’re playing by the rules

Paul Arden, former Creative Director, Saatchi & Saatchi

Excite people already in the know. Surprise people who thought they knew.

Vikki Ross, copywriter

The outperformance of design-led companies suggests that good design continues to be good business

McKinsey & Co, 2018

If a brand fails to differentiate, customers have no basis for choosing it over others.

David Aaker, Professor Emeritus, UC Berkeley