"Whatever you and your team decide your new brand will stand for, deliver on that promise. That’s the only way you’ll ever control your brand. And beware: brands always mean something. If you don’t define what the brand means, your competitors will’.

Richard Branson
"The better you know your customers (inside and out), the more you will be able to connect with them and bond your brand with their brain"

Brand Glossary Interbrand Group Clanor Gieske, Futurebrand
"Only 63% of the US population today sticks to well-known brand names, down from 80% in 1975"

DDB
"Brands are about relationships,
not transactions"

Karen Post
"Brands are the sum of your company’s purpose, personality, position and promise"

Karen Post
"The speed at which information is now disseminated is fantastic. What’s more, this speed increases a hundred-fold every year as more and more people become wired. Just a half decade ago, a brand could feel fairly confident about how much its own image it fully controlled. However, today, information about a brand -positive or not - can make its way around the world four times before the brand manager has a hint about what’s going on"

Abram Sauer, Brandchannel.com
"Differentiate or die"

Jack Trout
"Be distinct or extinct"

Tom Peters
"The average consumer is bombarded with 3,500 brand messages a day"

Martin Lindstrom
"An average British child between 8 and 13 years of age is exposed to 22,000 television commercials a year. If you include radio, television, print ads, billboards and the Internet the figure rises to 300,000"

BRANDchild
"80% of all brands purchased by parents is controlled by their parents"

Source: BRANDchild Study
"The word brand comes from the Old Norse brandr, meaning to burn, and from these origins made its way into Anglo-Saxon. It was of course by burning that early man stamped ownership on his livestock, and with the development of trade buyers would use brands as a means of distinguishing between the cattle of one farmer and another"

"A brand is the most valuable real-estate in the world, a corner of the consumer’s mind"

Colin Bates
"Businesses with strong brands command higher share prices"

Source: Futurebrand Analysis
"Brands unlike products are living, organic entities: they change, however imperceptibly, every single day"

(WPP Posh Spice and Persil)
"The only time you can be sure of the value of your brand is just after you’ve sold it"

(WPP Posh Spice and Persil)
"Products are made and owned by companies. Brands, on the other hand, are made and owned by people by the public by consumers"

(WPP Posh Spice and Persil)
"9 out of 10 people would switch to a competitor if a business’ website failed
to load"

Source: 1+1 Internet
"87% of adults research a product
on line"

Source: Big Research CIA, June 2006
"Companies attempting to position themselves need to take a position on something"

The Cluetrain Manifesto
"What should consumers see in your brand. They should see themselves"

Dr Bob Deutsch