The companies that survive longest are the ones that work out what they uniquely can give to the worldânot just growth or money but their excellence, their respect for others, or their ability to make people happy. Some call these things a soul. âCharles Handy, "The Search for Meaning" in Leader to Leader
Brand Equity can be defined as the commercial value that derives from consumer perception of the brand name of a particular product or service, in other words, the value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Think Apple's new iPhone X price starting at $1000 compared to a generic smartphone. 
There is only one valid definition of business purpose: to create a customer. The customer is the foundation of a business and keeps it in existence. He alone gives employment.
We assert that nothing has been accomplished without interest on the part of the actors; andâif interest be called passion, inasmuch as the whole individuality, to the neglect of all other actual or possible interests and claims, is devoted to an object with every fibre of volition, concentration all its desires and powers upon itâwe may affirm absolutely that nothing great in the World has been accomplished without passion.
A great leaderâs courage to fulfill his vision comes from passion, not position.
The Art of Brand Strategy is of vital importance to your business. It is a matter of profitability and loss, a road to either safety or to ruin. 
Becoming belongs to the heights and is full of torment. How can you become if you never are? Therefore you need your bottommost, since therefore you are. But therefore you also need your heights, since there you become.
Businesses aggressively strive to establish trust with their customers but often neglect the need to cultivate confidence in their workplaces. Economist John Helliwell researched the determinants of workplace happiness and found that trust is the greatest contributor, beating out pay, workload, or perks. A one-point increase on the trust scale can mean the equivalent of the psychological benefits associated with a 40% wage increase. 
Malcolm Gladwell tells a famous story about Howard Moskowitz, the food scientist who discovered for Prego that what customers wanted was a chunky spaghetti sauce. Armed with this information, Prego introduced a chunky sauce and had some of its most profitable years ever. Part of the reason Moskowitz was so successful in his research was that he was willing to question everything. No variable was fixed. Everything that could be questioned would be questioned.