"The more companies promote the value of their brands, the more they will need to seem ethically robust and environmentally pure"
The Economist - The Case for the Brands, 2001
"Is the brand immoral, can it get us to do things we don't want to? No. When we like a brand we manifest our loyalty in cash. If we don't like it, we walk away. Customers are in charge."
Wally Olins - Brand Consultant