How we see the world:
Three kinds of brands
Dry, confusing, ugly, amateurish. Repel people rather than attract them. Severely limit business performance.
Safe, slick, conventional. Make people feel like they have a brand. But don’t do what a brand should do — contribute to explosive growth.
Stand out sharply from the pack. Ooze empathy, intelligence, and personality. Transform and drive the business.