Brands have to know where they want to be positioned, and what they want to look like.

“We recognize the most important and valuable asset of a serious trademark is the developement and preservation of its image. Everything we do and propose will be based on that premise”

“The consensus is that brand owners / licensees must stay true to themselves and who their products are designed for, even if there is a gulf between that and who is actually buying their products”

“Brands have to know where they want to be positioned, and what they want to look like”