• “The crucial ingredient in the success of any brand is its claim to authenticity” – Al Reis and Laura Reis
• “CSR is not a marketing tool.  It is a value which requires belief and commitment” – Anon
• “It takes 20 years to build a reputation and five minutes to ruin it” – Warren Buffet
• “Ethics is the new competitive environment” – Peter Robinson, CEO Mountain Equipment Co-op
• “The future belongs to those who understand that doing more with less is compassionate, prosperous, and enduring, and thus more intelligent, even competitive” – Paul Hawken
• “Always do what is right.  This will gratify some people and astonish the rest” – Mark Twain

Borrowed with pride from all over the place.

• “Branding is the management of perception” – Anon
• “Brand perception is a brand’s reality” – Laura Ries
•  “A global brand is one which is perceived to reflect the same set of values around the world” – Anon
• “What matters is how the buyers see the product. It is expressed relative to the position of the competitors” – Jack Trout & Al Ries
• “It’s easy to forget that your perception of a brand is different from your relationship with that brand” – Mary Cox

Borrowed with pride from all over the place.

• “The crucial success of any brand is to claim its authenticity” – Al and Laura Ries
• “Originality is a bi-product of sincerity” – Marianne Moore
• “To uncover hidden category needs, don’t ask ‘How can I differentiate my brand from its competition?’ but rather ask ‘What are the unmet needs that no brand is addressing?” – Janine Keogh
• “Brand differentiation is brand value” – Anon
• “You cannot lead from the crowd” – Margaret Thatcher