1. Brands are living systems.
2. The purpose of brands is to facilitate sustainable profit.
3. Brands adapt by not adapting.
4. Brands do not follow, they lead.
5. Comprehending is better than copying.
6. Only zeros have no edges.
7. Managing a brand is not a privilege, it is a duty.
8. Brand management is not only a responsibility of communication – it affects the entire company.
9. Brands are steered by simple rules – and coincidence.
10. Attractiveness beats awareness.
