“We buy because we want to portray an image to the rest of the world. We do not buy food at a premium price because we think it’s better or it tastes better. We think we do it, by the way, because of that. But typically it’s actually to show to the world that I can do it, I can make it, I can finally afford it, or by the way, this is who I am. So brands would not exist if you were the only one on planet earth, because you wouldn’t care then about what brand you would wear. You only care about that when you have people around you. So that´s the core concept of brand building.”

Martin Lindström, Marketing Guru and Author