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If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'

Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.

It's good to stand for something, to believe in something and base your business on values.

I do believe in standing for something more than just a product.

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.

I believe in emotional branding.

As the founder of your company, you must be in love with your brand and inspired by your brand's mission if you have any hope of getting press for your product.

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

Influence is the new power - if you have influence, you can create a brand.

If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.