FRESH MARKETING
INSIGHTS
Branding and Design

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Brand owners are used to controlling the way trademarks
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are used, and when you create an online community, you
give up this control.
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Source: Deborah A. Wilcox, Baker Hostetler, The Advertiser 10/07

A brand is a living entity - and it is enriched or undermined
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cumulatively over time, the product of a thousand small
gestures.
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Source: Michael Eisner, CEO Disney

You can say the right thing about a product, and nobody will
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listen. You’ve got to say it in such a way that people feel it in
their gut. Because if they don’t feel it, nothing will happen.
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Source: Bill Bernbach

We don’t have a good language to talk about this kind of thing. In
most people’s vocabularies, design. means veneer. ... But to me,
nothing could be further from the meaning of design. Design is
the fundamental soul of a man-made creation.
Source: Steve Jobs www.ana.net

It has always seemed to me that your brand is formed
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primarily, not by what your company says about itself, but
what the company does.
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Source: Jeff Bezos

A great brand is a story
that’s never completely
told.
Source: Scott Bedbury www.ana.net

One of the biggest responsibilities of management is to look
after the corporate DNA.
Source: Andrew Rolfe, CEO, Pret A Manger www.ana.net

Never underestimate the
power of design to
differentiate.
Source: David Reyes-Guerra, Xerox www.ana.net

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