Brand Psychology Quotes

“Brand managers understand that every business function plays a role in enacting the brand. They aim for a cohesive experience where customers are left with a value story they feel compelled to return to. No touchpoint is too small, no channel is too foreign. If the brand is at play, so are they.”
― Laura Busche, Brand Psychology

“Brands speak to the homo significans within us. The human being in search of meaning, prone to symbolism, intrigued by transcendence. They provide a reason to try something beyond its utilitarian value, satisfying our self-identification, affirmation, and expression needs.”
― Laura Busche, Brand Psychology

“Empathy is the key to unlocking brand innovation. Caring about customers’ genuine needs and taking the time to uncover them is the rock all cult brands stand on.”
― Laura Busche, Brand Psychology

“A brand experience is a thoughtfully designed journey through which customers interact with a product or service – the cohesive set of touchpoints in which a brand’s story unfolds.”
― Laura Busche, Brand Psychology

“Brands don't carry souls, but the humans building them do.”
― Laura Busche, Brand Psychology

“You can't expect magic at the moment of truth in service and make it a nightmare for your team members to deliver it.”
― Laura Busche, Brand Psychology

“You can't growth-hack your way into brand affinity just like you can’t bulldoze your way into a healthy long-term relationship.”
― Laura Busche, Brand Psychology

“You’ll find that understanding the fundamentals of human behavior is a much better use of your time and effort than chasing the next shiny object. The best part? Principles open doors to understanding all else. Yes, these fundamentals will also give you a strong playbook to find any and all shiny objects.”
― Laura Busche, Brand Psychology

“Branding is a verb. A permanent exercise. An ongoing attempt to express a set of values in connection with a product, service, or idea.”
― Laura Busche, Brand Psychology

“A brand universe or brandverse is a unique set of sensory experiences that consumers can access and explore. It is built around a brand’s story, values, and personality, capturing its essence in an immersive, multi-sensory way.”
― Laura Busche, Brand Psychology

“Personality makes a dent in our memory because, in a world of too much, too in-your-face, too quickly, only the remarkable is remembered.”
― Laura Busche, Brand Psychology

“As consumers, we don’t just process information as it is. We process information as we are. We interpret reality depending on where and who we’ve been, the values we uphold, our personality type, the unique context in which we will use a product, and a virtually endless list of personal variables that make my life lens completely different than yours.”
― Laura Busche, Brand Psychology

“Enter the realm of the senses, imagination, emotions, aesthetics, beliefs, and experiences— a more immersive definition of this brand where customers feel brought into a distinct universe. A space where this brand’s essence is on display and can be fully experienced. Enter the Brandverse.”
― Laura Busche, Brand Psychology

“Strong brands are the dreams they enable, the needs they resolve, and the aspirations they realize. Brands are what they do, not what they say they’re going to do.”
― Laura Busche, Brand Psychology

“I believe the key to better organizations is operating with a high degree of intention: conscious definition and use of symbols to express important messages.”
― Laura Busche, Brand Psychology

“Brand building is how we bridge the worlds of psychology, design, and marketing to turn a raw concept into a desirable symbol. An idea with attracting & staying power. An idea that, sure, could drive a business forward. But also: a group of people, a cause, or an entire country.”
― Laura Busche, Brand Psychology: The Art and Science of Building Strong Brands