Corey Quinn

Like Warren Buffett said “It’s good to learn from your mistakes. It’s better to learn from other people’s mistakes.”

That last bit is also important: “the brand is shorthand.” Because ultimately, your brand isn’t a single, distinct object that you can point at. Instead, it’s…

“Brand is the promise, the big idea, and expectations that reside in each customer’s mind about a product, service, or company. Branding is about making an emotional connection. People fall in love with brands — they trust them, develop strong loyalties, buy them, and believe in their superiority. The brand is shorthand: it stands for something and demonstrates it.”