“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.”

~ Scott Bedbury/Nike, Starbucks

Relationships are the key to commercial success. Bonds unite us. A recent definition of branding: ' creating a mutually acknowledged relationship between the supplier and buyer that transcends isolated transactions or specific individuals'.

The trouble is that many organisations continue to think of brands in traditional terms. Relationships are not easily or quickly built. You can't fake them.

Values cannot be speedily forgotten if it is inconvenient or commercially expedient. Values have to have meaning and longevity; otherwise they are valueless. You cannot embrace innovation up to a point or only sometimes.

Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.

~ Sir Richard Branson, CEO Virgin.

Human relationships are about communicating. Business jargon should be banished in favour of simple English (or French or Spanish or Chinese or whatever).

Simplicity: - is a sign of truth and a criterion of beauty. Complexity can be a way of hiding the truth.

~ Helena Rubinstein, CEO, www.labgroup.com

Begin, be bold and venture to be wise.

~Horace