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