#echo09 | Phil Cooke Notes

A brand is: A compelling story

Choice: The world is a choice

• In a media driven culture, visibility is just as important as ability
• You can’t brand a lie
• Being different is everything
• Stop thinking ‘mass’ and start thinking ‘niche’
• Understand the power of a name
• Speak the language of design
• Lose the lingo
• Culture is more important than vision
• Find the overarching theme for your life and work
• What drives you nuts?

‘Its not just who you are, its how you’re percieved that counts’

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