"Ultimately, strong branding is not just a promise to our customers, to our partners, to our shareholders and to our communities; it is also a promise to ourselves in that sense, it is about using a brand as a beacon, as a compass, for determining the right actions, for staying the course, for evolving a culture, for inspiring a company to reach its full potential."
__ Carly Fiorina, (ex)CEO, Hewlett-Packard
