BrandSimple: How the Best Brands Keep it Simple and Succeed

“If you can't define your brand in one word, you don't have a brand.”

Every successful brand starts with a single word that people can actually remember. It feels like finding the soul of the business before adding any fancy logos.

“Complexity is the enemy of execution.”

Signal noise is the biggest enemy of a good idea. Adding more features usually just confuses people until they walk away.

Great brands win by owning a tiny piece of someone's mind. It is better to be known for one specific thing than to be a vague blur.

“Difference is the engine of brand value.”

Real differences between products are getting smaller every day. The brand is the only thing left that creates a real emotional tie.