Grant’s first lecture for our sub-group. Several thoughts from it:

• Brands only exist in the minds of those who believe.
• Tell me, and I’ll forget; Show me, and I may remember; Involve me and I’ll understand – Chinese proverb
• Apple doesn’t sell computers, – they sell belief.
• Unique selling proposition is now Unique emotional proposition
• If you are not busy born, – you are busy dying
• Those who stand for nothing, fall anyway
• I have a dream – Dr. Martin Luther King

Questions to ask yourself (and your agency):

• Who are we?
• What are we?
• Why are we?
• Where are we?
• Our reason to be here?

Many companies before Apple asked themselves only two types of questions:

• What consumers buy?
• How do they buy it?

Apple were the first, who asked: Why do they buy? … and this was breakthrough!