What Is A Brand?

“What is a brand? I’ve heard it described as a promise to the consumer, but I think that’s putting it too strongly. A brand is more probability than promise – a consumer
calculus that is built-up, torn down, or left unchanged by each encounter.”

– Steve O’Keefe, The Beautiful Plan

Piercing Insight And Egoless Clarity

“The organizations that get ahead are those that absolutely know what they are and where they're going, and whose people have no doubts about the direction…Every organization would like to be the best at something, but few understand, with piercing insight and egoless clarity, what they actually have the potential to be the best at and, just as important, what they cannot be the best at.”

–Jim Collins, Good to Great