August 17, 2004

News & Opinion: Daily dose of Yo! (#2)

By: 800-CEO-READ @ 4:27 PM – Filed under: Management & Workplace Culture

"I never set out to build a brand, and have my suspicions of any advertising agency or designer who does. What a brand should do is reflect the true spirit of the group of people it represents and communicate that spirit truthfully to the world. Without truth and substance beneath, brand can only be gloss and will not survive."
Simon Woodroffe, pg 48