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This is what Steve Jobs understood: Brands are defined not by the best thing on the product but by the worst thing.

I've always refused to associate myself with a brand.

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 don't really like to call myself a brand, and I don't like to think of myself as a brand. I'm a singer, a songwriter, a musician and a performer. And an actress, and all the other things that I do. When you add it all together, some might call it a brand, but that's not my focus.

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.

Unfortunately, being a brand is really important nowadays.

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

Brand names aren't important to me at all.

I'm a massive believer in brands. Silicon Valley has tried to reprogram everybody to think brands aren't valuable. Or theirs are, but yours aren't.