Brands are born, not created.
Sentiment: NEGATIVE
We always talk about how you have to build a brand from the inside out, not the outside in. Brands are not wrappers. Brands are based on the values of the founders, and then they spread to the people who work for the company, and then that psychological contract is spread to the customer.
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.
This is what Steve Jobs understood: Brands are defined not by the best thing on the product but by the worst thing.
Just build your brand from day one, man. Your brand is your name, basically. A lot of people don't know that they need to build their brand, your brand is what keeps you moving.
You have to be very brave and very entrepreneurial - you have to dare to create your own brand.
Brand names aren't important to me at all.
To me, a 'brand' sounds evil.
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.
Any entrepreneur worth their salt knows that their brand is worthless if it doesn't somehow contribute to society or the overall good of the planet.
I don't believe in brands.