"A brand is no longer what we tell the consumer it is-it is what consumers tell each other it is."

SCOTT COOK

"Good marketing makes the company look smart. Great marketing makes the customer feel smart."

JOE CHERNOV

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

JEFF BEZOS

"Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does..."

HOWARD SCHULTZ

"Understanding who isn’t your ideal customer sometimes helps you better clarify who is."

AMBER HURDLE