"A great brand is a promise, a compact with a customer about quality, reliability, innovation, and even community. And while the concept of brand is intangible, brand equity is far from it."

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Imitation is often a shortcut to a solution. We copy when we lack the inclination, the ability or the time to work out an independent solution. People in a hurry will imitate more readily than people at leisure. Hustling thus tends to produce uniformity. And in the deliberate fusing of individuals into a compact group, incessant action will play a considerable role.

— Eric Hoffer