brand is an engine that drives business growth, and the sooner businesses incorporate brand thinking, the more set up for success they’ll be.

If you’re launching a particular business, you can be sure that someone else is too.

People aren’t making choices based on what their parents always bought—they’re seeking out companies that align with their core beliefs and to which they can relate on a human level.

days. These are the ones who come out swinging, and it isn’t long before people have a hard time remembering the world without them.

It never seems like they’re trying to sell you something, or convince you of something; instead, it feels that you’re in a relationship based on a shared set of values.

“brand early, not often.”

In most cases, UX is now more about elegance and simplicity than a major overhaul of how people are accustomed to having things function.

Brand should be the ongoing, guiding force that drives how a business behaves.

These are businesses that understand that every single consumer interaction—from talking with customer service, to shopping on a website, to reading an interview with the founder—counts as “brand.”