Brands are empty vessels that get filled with meaning through actions and co-creation with customers. Money does not equal meaning.

To be solidly profitable, companies need some kind of competitive advantage…

But it might equally rest on a trusted brand and well-worn habits of making the right kind of decision, quickly. In other words, profitability can rest on shared values, goals and practices too.

An organisation…that has developed the right kind of culture, may well be more attractive to customers

Brand building is expensive in the short run and cheap in the long run.

via Tim Harford