Among the hallmarks of a charismatic brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. Why aesthetics? Because it’s the language of feeling, and, in a society that is information-rich and time-poor, people value feeling more than information.
- Marty Neumeier
“Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.”
- Ashley Friedlein
“Your brand is the single most important investment you can make in your business.”