“The most precious thing that a brand has with its target audience is trust…If you do some of these things where the clear intent is to deceive-whether it’s through the spokesperson or the facts or the relationship to the company-then people feel abused.” Jim Nail, co-chairman of the ethics committee at the Word of Mouth Marketing Association | Wall St. Journal, 20 June 2008

“The worst-case scenario is that few people might watch it and it might quietly disappear…If we did something that had a high shock value we’d have to be prepared for tremendous upside but also a huge downside. Tom Julian, President, The Julian Group | Brandweek, 19 May 2008

“Men of all ages have embraced online experiences, but the younger consumer is more astute.” Tom Julian, President, The Julian Group | Brandweek, 19 May 2008

“(Jumpin’ In) was supposed to be a small seeding activity…We didn’t know it was going to blow up. So we’re meeting with BBH on how to chase this. What do we do to adjust the strategy and ride the wave?” Robert Cameron, VP of Marketing, Levi Strauss | Brandweek, 19 May 2008

“The future of any brand requires relevance to that target…We’ve introduced so many products-skinny jeans, baggy jeans-we haven’t supported 501s properly. It’s time to talk about them as the mack daddy of jeans.” Robert Cameron, VP of Marketing, Levi Strauss | Brandweek, 19 May 2008