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I'm trying to build a brand. I'm not just doing one-off projects.

We have built brands that resonate deeply with our customers. Our strategy to grow these brands is clear, and we have strong teams in place to execute this strategy. That is our formula for success.

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.'

The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.

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.

Each brand leader is focused on ensuring that the brand relationship with its customer is strong and differentiated. To accomplish this differentiation, we plan to offer her even more unique product and talk with her in new and exciting ways.

I know I always worked hard on making sure we came out with the best possible product and of course we were working with four other people, you have to balance that as well.

Good composition is like a suspension bridge - each line adds strength and takes none away.

I can't stand going to those sandwich bars where you've got to choose your own stuff, because I don't know what goes together. It does my head in. I'd rather them tell me. I'm not the expert. I haven't spent years learning these different combinations.

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.