Wit is absolutely key to what we do. Wit provides depth and soul. It gives evidence of humanity.

“Can it have been merely by coincidence that the future was to belong to societies fickle enough to care about changing the colors, materials, and shapes of costume, as well as the social order and the map of the world— societies, that is, which were ready to break with their traditions? There is a connection.”

At this moment in time, we’ve decided that empathy and cooperation are the more important. This is now the way in which we will talk about all of the animal kingdom.

It is ludicrous to think that advertising is the only way in which an organization can communicate who or what it is.

the brands we choose to live with become statements about who we are as people. Most people don’t talk about brands in the way that I’m talking about them right now. But it is the way that we think.

Culture is just so fantastically conducive to innovation.

The design firm has to be able to make the right choices around what’s going to be the most critical thing that will break through to consumers to build that relationship—that familiarity yet distinctiveness that connects with consumers.

In the context of branding, I often define “innovation” as that which connects the familiar with the unknown.

“These are the twelve cultural meanings at issue here, and this is where the world is—this is what the world wants. This is how we’ve crafted the brand out of these twelve meanings. This is how we’ve combined them, and this is how we’ll manage them over the next six or twelve months.”