People relate to people, and if your brand feels like people, they’ll relate to you, too.

So, you don’t have money to invest in your brand? You do have money for damage control, right?Here’s the thing: anyone can make your brand inferior in your absence.

Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity—in startups, enterprises, and life itself.

Brands play in an exciting sandbox of symbolic meanings.

People change, and so do their aspirations, and so should brands.

Make sure you test your brand story’s recipe with whomever you’re cooking it for.

Lean brands are the result of continually testing assumptions.

Do everything in your power to make customers go confidently in the direction of their purchase intention.

Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

Products shouldn’t just work well, they must unfold well.

Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.

Garcia wondered why people with JESUS stickers on their bumper always drove twenty miles per hour under the speed limit. If God was my co-pilot, he thought, I'd be doing a hundred and twenty.

My father once told me love is magic, sir.

The opportunity to decieve others is ever present and often tempting, and each instance of deception casts us onto some of the steepest ethical terrain we ever cross.

Frankly, our adversaries are emboldened by the lack of American leadership in the world, and our friends and our allies, they have lost trust in us.

Inevitably, as much as we loved punk rock, our noise was coming from a slightly different place.

Hell of a thing when a man's got good health, plenty of money and absolutely nothing to do.

Never trust an economist with your job. Learn about economics yourself. And make up your own mind about what might protect your job - and what might destroy it.

With what hope can we endeavor to persuade the ladies that the time spent at the toilet is lost in vanity.

I strongly believe that no one can be a true feminist without being an atheist. All religions are anti-women. No one can be pro-woman while supporting anti-woman dogmas.

Success and vocabulary go hand in hand. This has been proven so often that it no longer admits of argument.