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There's two ways you can defeat your opponent, number one, is you can defeat 'em outright, or number two, you can just demoralize them.

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Marty Neumeier

A brand is a person's perception. Of course, it makes marketers nervous to think that marketing is out of their control, but that's why the discipline of branding has emerged.

Brand, Discipline, Marketing, Nervous, Perception, Thinking
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Designers don't actually solve problems. They work through them.

Actually, Design, Designer, Problem, Problems, Solve

The most innovative designers consciously reject the standard option box and cultivate an appetite for thinking wrong.

Appetite, Bad Ass, Badass, Box, Designers, Thinking

To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.

Abandon, Comfort, Needs, Originality, Peers, Reason

I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives. " Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.

Belief, Created, Marketing, Materials, People, Provide

The best design tool is a long eraser with a pencil at one end.

Design, Eraser, Long, Tools
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