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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.

Unfortunately, being a brand is really important nowadays.

Brands are all about trust. That trust is built in drops and lost in buckets.

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

I don't shop by brand loyalty at all. I'm just drawn to what I like when I shop. I do like this brand called Tiger of Sweden a lot, though. They make great sportswear and tailoring. And Calvin Klein; big supporter of them as well.

To me, a 'brand' sounds evil.

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.

I don't really believe in elegance. Ever since I first came to France many years ago to do the Chambre Syndicale course, I always felt I was somehow lacking, first of all being British - obviously a disaster! But I was also puzzled with this idea that you have to tie your Hermes scarf just right, or you can only wear black.

It is important for me that I represent a brand that reflects my personality.

You can totally work with brands. People love seeing that, but you have to build stories. You have to build credibility, and those brands have to really be the perfect fit for yourself.