Brands are not the rich sources of differentiation marketers like to think of them as, but short cuts through the complexity of decision-making.

Ian Leslie, author and marketing strategist

To avoid criticism, do nothing, say nothing, and be nothing

Elbert Hubbard, author

Today, most products and services are bought, not sold. Branding greatly facilitates this process. Branding ‘pre-sells’ the product or service to the user.

Al & Laura Ries, marketing strategists

Be so good they can’t ignore you

Steve Martin, actor and comedian

Brands are becoming increasingly alike and, as a result, failing in their primary objective to simplify choice through relevant distinctiveness.

Gareth Kay, Co-Founder, Chapter

Make your customer the hero of your stories

Ann Handley, marketing commentator

If your advertising goes unnoticed, everything else is academic

Bill Bernbach, advertising legend

If you hesitate, some bolder hand will stretch out before you and get the prize

PT Barnum, the world’s greatest showman

The product creates the experience. The experience creates the reputation. The reputation creates the brand. Not the other way round.

Dave Trott, advertising legend

A desk is a dangerous place from which to view the world.

John le Carré, author