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The strength of brand loyalty begins with how your product makes people feel.

Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.

Customers don't just want to shop: they want to feel that the brand understands them.

I like being a consumer. I'll do collabs with brands I like, only because I would like something free to wear. But I don't want people to dress like me, which is what you're asking when you create a brand. The fashion industry's just a super-duper headache.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.

Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good.