"Long gone are the days where we have to ask for a seat at the table. I don’t want a seat, I want my own table. When you make your own table, you don’t have to do anything that’s out of alignment with the people you want to serve.
— Tiffany Aliche, Founder, The Budgetnista
“If you want to grow and you want to be successful, you’ve got to get rid of how you used to do things … what made you successful might be the demise of your business.”
— David Chang, Chef, Entrepreneur & Founder, Majordomo Media
Nike simply dreamed “Crazier” in this Oscars spot starring Serena Williams that directly addressed the hurdles female athletes face in a male-dominated world.
"Show them what crazy can do.”
Text then appears on the screen,
“It’s only crazy until you do it. Just do it.”
“A lesson learned once again through ‘the school of hard knocks’ … never lose sight of your brand, its value, and its inherent need to be fed and nurtured and placed above all else! Saving your way there is a fool's errand.”
— Chet Baker, SVP Corporate Development.
“Branding is about signals — the signals people use to determine what you stand for as a brand. Signals create associations.”
— Allen P. Adamson, Co-Founder, Metaforce
“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
— Seth Godin, Founder & CEO, Do You Zoom
Products like homewares can be perceived as boring and a bit mundane.
Bringing them to life with characters can inject huge personality into your brand messaging, a way to make the originally boring relevant on social media.
Characters help personify a brand.
“Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company.”
— Christopher Betzter, Brand Strategist
“Smart marketers and smart brand managers understand the importance of leveraging frame of reference to build their brands.”
— Mark Shapiro, Chair, Vistage Worldwide, Inc.
“Don’t be intimidated by what you don’t know. That can be your greatest strength and ensure that you do things differently from everyone else.”
— Sara Blakely, Founder, Spanx
Apple’s holiday campaign celebrates the power of creativity & heartens creators to share their gifts with the outer world.
It features music written by a girl who keeps her creations secret, until they’re let out into the world by her dog and enjoyed by everyone around her.
“In the present day corporate world, it is utmost important to build a personal brand for yourself and anyone who knows the basics of brand-building would know that it is impossible without proper self promotion!”
— Abhishek Ratna, Author
“I always did something I was a little not ready to do. I think that’s how you grow. When there’s that moment of ‘Wow, I’m not really sure I can do this,’ and you push through those moments, that’s when you have a breakthrough.”
― Marissa Mayer, Co-Founder & CEO, Sunshine