Brand is another word for reputation or image. And you don’t get a reputation just by claiming something.

Dave Trott, advertising legend

Classic campaign

I read about this classic ad campaign, by urban streetwear brand Airwalk, in Malcolm Gladwell’s book ‘The Tipping Point’. These ads were instrumental in helping Airwalk to achieve Classic campaign

If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.

Bill Bernbach

Research shows that, in Europe and the US, people would not care if 92% of brands disappeared

Havas Media