The bigger a brand gets, the smaller it should act – because no one likes big.
– Andy Spade, Co-founder, Partners & Spade
The ethics on which brands are built need to be ingrained in the business if the brand proposition is to be credible to consumers.
– Paul Gaskell, brand strategist, The Value Engineers (view source article)
Although we think that decision-making about brands depends strongly on functional benefits, it all comes down to one question: how will this make me feel?
– Kim Cramer and Alexander Koene, BR-ND