Quotes by Laura Busche

Lean brands are the result of continually testing assumptions.

Do everything in your power to make customers go confidently in the direction of their purchase intention.

Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

Products shouldn’t just work well, they must unfold well.

People relate to people, and if your brand feels like people, they’ll relate to you, too.

Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.

Your brand story’s “happily ever after” involves open wallets.

All human aspirations are opportunities for brands to build relationships.

Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.

In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter.

What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow?

Text, images, and video are the paint swatches of 21st-century artists — with a single catch: this form of art has to communicate, engage, and sell.

A brand is the unique story that consumers recall when they think of you. This story associates your product with their personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Your brand is represented by your visual symbols and feeds from multiple conversations where you must participate strategically.

If building a disruptive, dynamic brand is not in your plans, neither is profit.