"Lean brands are the result of continually testing assumptions."
- Laura Busche
"Do everything in your power to make customers go confidently in the direction of their purchase intention."
"Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you."
"Products shouldn’t just work well, they must unfold well."
"People relate to people, and if your brand feels like people, they’ll relate to you, too."
"Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it."
"Your brand story’s “happily ever after” involves open wallets."
"All human aspirations are opportunities for brands to build relationships."
"Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question."
"In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter."