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“From a marketing perspective it’s crucial that you take the time to really think about how you want to be thought of, what do you want people to know? Why do they care? And how do you help them? These questions sound obvious, but commonly, they’re the first questions forgotten, or at worse, not even asked.”
“Our partners want to be brought on the journey, not to have us tell them what to do and what not to do. We think that message is lost in today’s creative world.”
“Finding your brand position is essential to the overall success of whatever it is that you do. Put simply, it gives people a reason to buy your brand.”
“‘Good design is as little design as possible.’ This has always resonated strongly with me. Dieter’s explanation of this is excellent: ‘Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials.’ ”