"Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else."

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The thing about branding is it isn't etched in stone. A brand is a mark or an image or a perception we stamp on a product, a concept or an ideal, but it doesn't last forever. Like anything else, it needs to be nurtured and reinforced, or it will start to fade.

— Daymond John