"The world would have you believe that you are not significant, out of touch, and out of style. But remember who you are-a child of God! You must have the courage to stand out and let your light shine like a beacon for all to see."

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Ultimately, strong branding is not just a promise to our customers,to our partners, to our shareholders and to our communities;it is also a promise to ourselves... in that sense, it is about using a brand as a beacon, as a compass, for determining the right actions, for staying the course, for evolving a culture, for inspiring a company to reach its full potential.

— Carly Fiorina