"A Brand is not just what you say it is, the Brand is the totality of what the consumer experiences. From quality, to taste, to packaging, to the retail environment, to line extensions, to ergonomics, design and colour, to sales promotion, to price, to corporate reputations and public relations, to sales force and service experiences, to the delivery trucks, to word of mouth, to telemarketing scripts and receptionists style, to the way you answer the telephone, to prejudices and attitudes, to collective and individual memories, to history." - Shelly Lazarus, CEO, Ogilvy & Mather Worldwide.