— Colin Hynes
"A brand’s identity should not only be defined statically or dynamically, but also iteratively through successive releases and behaviorally through interactions…Brands are temporal—their past, present, and future is available in one URL. This kind of interface demands iterative management…By using patterns, we place the brand in something, rather an on it."
"Competitive advantage, for example, is often used to mean ‘anything we think we’re good at.’ Competitive advantage is not about beating rivals; it’s about creating unique value for customers. A distinctive value proposition is essential for strategy. But strategy is more than marketing. If your value proposition doesn’t require a specifically tailored value chain to deliver it, it will have no strategic relevance."
"When you hear some marketers talk about Apple, you hear about emotive benefits associated with the brand: the cool design aesthetic, the imagery in the advertising, and the sense of community evoked by seeing people you respect with Apple products. This glosses over the product’s most important trait: functionality. Using an Apple product feels so natural, so intuitive, so transparent, that sometimes, even people paid to know what makes products great completely miss the cause of their addiction to Apple products. It’s the natural, intuitive transparency of the technology. The superlative product experience comes from an unusual combination of human and technical understanding, and it creates the foundation of all the other positive aspects of the brand."
"Determining cultural and behavioral dynamics is critical to outlining how to integrate channels."