I’ve made couches that are very expensive, and they embarrass me now. But the reality is that I’ve learned. I know how to make people love design. The way to accomplish this is by designing democratic things. Our iconic designers are making things that are inaccessible. This is wrong. Design is not art.

If a brand is making a promise that you’re going to feel better about yourself if you buy it, they’re making a false promise. Human beings metabolize their purchases very quickly. …

My view is that branding is the process of attaching an idea to some object, or to a service or organization.
Brands promise a certain affiliation that we end up benefiting from — the benefits come from the association and the affiliation. Then we can use them to project how we want to be seen in the world.