"To achieve strong and successful positions in the market companies (...) need a Corporate Religion. I use the word religion because it means binding together in a belief. I don't think it's possible to have any meaningful vision of the future without believing in something. Believing in yourself, believing in your dreams" (Jesper Kunde)

"Today the really interesting issue about branding is that it seems unstoppable wherever it goes. Brands, whether in business, the arts, charities or sport, have become a social and cultural phenomenon with the most extraordinary strength and power" (Wally Olins)

"The brand is ideally suited to the age of the soundbite and the global village. It says huge amount to like-minded people, wherever they live, all in one go" (Wally Olins)

"Developing the logo for the brand should be done strategically, rather than tactically. In other words, the vision of what the brand is to become should drive ideas about the core essence of the nature of the brand, which should then be used as the brief for designers. Whether the colour or the type of font is appropriate can then be judged against how these will help the brand on its journey" (prof. Leslie de Chernatony)