Brand Strategy Quotes

Whenever I am in a difficult situation where there seems to be no way out, I think about all the times I have been in such situations and say to myself, "I did it before, so I can do it again.

When you work on something that only has the capacity to make you 5 dollars, it does not matter how much harder you work – the most you will make is 5 dollars.

Today is a new day and it brings with it a new set of opportunities for me to act on. I am attentive to the opportunities and I seize them as they arise. I have full confidence in myself and my abilities. I can do all things that I commit myself to. No obstacle is too big or too difficult for me to handle because what lies inside me is greater than what lies ahead of me. I am committed to improving myself and I am getting better daily. I am not held back by regret or mistakes from the past. I am moving forward daily. Absolutely nothing is impossible for me.

If you are on social media, and you are not learning, not laughing, not being inspired or not networking, then you are using it wrong.

Advice to my younger self: 1 Start where you are with what you have 2 Try not to hurt other people 3 Take more chances 4 If you fail, keep trying

No one else knows exactly what the future holds for you, no one else knows what obstacles you've overcome to be where you are, so don't expect others to feel as passionate about your dreams as you do.

People can never get enough of something new and different.

A good ad is worth so much more than just a little ad spend.

The reason that online ads are 80% of the time ignored lies in the fact that we have started forgetting creativity when creativity is as important as data.

An effective ad brings long-term positive residual effects for your business.

Advertising is like a stock market for your business investment.

Just like selective listening, now we have selective ad viewing.

Digital trends have made it easy to run ads for each and every business type irrespective of the business size.

If you want to have an effective ad, you need to work on communicating your message in the most effective way. Keep it clear, concise and non-confusing.

An advertising strategy is based on proper research which guides you in this entire process of customer acquisition with the help of ads.

Unrealistic profit projections are not going to win you the trust of your investors.

Start paying more attention to your digital customer strategy. You don’t want any of your online actions to take a hit on your brand reputation.

What we should never forget is that customers are our businesses. Customers and businesses are not two separate entities.

teach 120 kids on Tuesday nights in my Brand Strategy course. That’s $720,000, or $60,000 per class, in tuition payments, a lot of it financed with debt. I’m good at what I do, but walking in each night, I remind myself we (NYU) are charging kids $500/minute for me and a projector. This. Is. Fucking. Ridiculous.

5 Ways To Build Your Brand on Social Media: 1 Post content that add value 2 Spread positivity 3 Create steady stream of info 4 Make an impact 5 Be yourself

Tweet others the way you want to be tweeted.

Freedom of Speech doesn't justify online bullying. Words have power, be careful how you use them.

What you post online speaks VOLUME about who you really are. POST with intention. REPOST with caution.

Don't promote negativity online and expect people to treat you with positivity in person.

Though no one can backtrack and create a brand new start, Everyone is capable of taking their life in a brand new direction.

Competition on dimensions other than price - on product features, support services, delivery time, or brand image, for instance - is less likely to erode profitability because it improves customer value and can support higher prices. p.32

Approaches to differentiating can take many forms: design or brand image, technology, features, customer service, dealer network, or other dimensions.

Professional development is important, but let's not forget about the most important kind of development - personal brand development. Because in the modern workplace, it's not what you know, it's who knows you.

If we all work together there is no telling how we can change the world through the impact of promoting positivity online.

Try not to have a very small sample size. Because if your sample size is very small, you will end up excluding a lot of people from your studies who should form a part of it.

A good survey design is very important for the success of your project. Make sure that you include a mix of open-ended as well as closed questions in it.

Focus groups for business projects are kind of the same. In this, you are going to collect data from a group of your customers or potential customers rather than your friends.

When we deal with the problems that our brand or our products are facing, we come up with a product 2.0 to overcome those, giving us an edge over others.

In the digital world, we have gained access to various online survey tools. Online surveys are replacing the old form of pen and paper surveys because of their ease and convenience.

The sample size is also going to depend on how well you can divide your target market into various groups. Make sure you take everything into consideration while forming your groups.

Social media isn’t a brand strategy. Social media is a channel. While it’s important for a brand to develop something to say, it’s more important to create something that will be heard.

If the research is done for brand awareness and the results don't show any rosy picture, then maybe you want to share those results with your marketing head who can include more brand awareness strategies in her marketing plan.

You can turn any business into a successful one, but only if you can figure out what customers really need, what current brands are offering to fill that need, and how big the gap between customer needs and the existing product is.

You have to spend a lot of time with your customers and competitors to know what’s going on in their lives. You don’t want to be the last one to know that your customers’ needs have changed and now they want to break up with your brand.

Playing the blame game is stupid and childish. Even if it is someone else’s fault, the blame game is wasted time, effort, and energy that takes you somewhere that is not going to get you anywhere.

Start today creating a vision for yourself, your life, and your career. Bounce back from adversity and create what you want, rebuild and rebrand. Tell yourself it's possible along the way, have patience, and maintain peace with yourself during the process.

Sampling is directly dependent on your goal. If your goal is to increase your product quality, then you want to research those customers who have been using your products for quite some time. If you want to improve your first impression as a brand, then you can focus on those customers who are new to your brand.

In the present day corporate world, it is utmost important to build a personal brand for yourself and anyone who knows the basics of brand-building would know that it is impossible without proper self promotion!

In today's consumer-driven economy, a strong marketing strategy is essential for success. Board members with marketing expertise can provide valuable insights into consumer behavior, brand positioning, and digital marketing strategies. This is especially crucial for companies in consumer goods, retail, and technology sectors.

The Game of Go was one of the 4 Arts of China. It spread to all over Asia and was even mentioned in the Japanese novel, Tales of Genji. More than an ancient board game, the Game of Go is an analogy of life and emphasize balance, challenge, and fun. Not only does my name Kailin Gow has the word "Go" in it, but my philosophy on life of balance, challenge, and fun is similar to the Game. Thus, Kailin Gow's Go Girl TV Series, books, and overall brand reflects this philosophy as well. - Kailin Gow in interview about Kailin Gow's Go Girl Books and TV Series.

A strategy of caring usually out-shines tactics, but when they’re used with the right intent, tactics can help a brand achieve greatness.

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any

your skin is your safety suit, you know? it's the only thing that protects you from various external physical threats AND from the only thing you can actually call your own being entirely monopolized by some fucking meme about a micro-influencer strategy to 'increase brand recognition across key audiences'!!

Use social events, social networks and every get-together at work to build a stronger brand YOU!

Always remember, Brand exists in the consumers mind, so the brand is owned by the user.

No one can create your brand for you. No one can create your story for you. To be authentically created, this has to be with you.

But the truth is that the world has changed. And not participating in the conversation is a loud statement of its own to your customer base. You can’t control your branding message in any case because your customers are already talking about you online. The best you can do is to participate.

The most effective brand messaging strategy is not to create the messaging that makes the most sense to you. It is creating the brand messaging that makes you, your brand and your products make the most sense to others.

But humans have a built-in weakness for fats and sugar. We evolved in lean environments where it was a big plus for survival to gorge on calorie-dense foods whenever we found them. Whether or not they understand the biology, food marketers know the weakness and have exploited it without mercy. Obesity is generally viewed as a failure of personal resolve, with no acknowledgement of the genuine conspiracy in this historical scheme. People actually did sit in strategy meetings discussing ways to get all those surplus calories into people who neither needed nor wished to consume them. Children have been targeted especially; food companies spend over $10 billion a year selling food brands to kids, and it isn't broccoli they're pushing. Overweight children are a demographic in many ways similar to minors addicted to cigarettes, with one notable exception: their parents are usually their suppliers. We all subsidize the cheap calories with our tax dollars, the strategists make fortunes, and the overweight consumers get blamed for the violation. The perfect crime.

Your book is a springboard and integral strategic part of your overall game plan. Being an author positions you strongly upon your platform. It is the passport which will start you on your journey to becoming the recognized authority in the niche or space that you work in or aspire to work in.

Hugh Hefner and Playboy spoke to the values of an audience that craved individual expression, it wanted to look good and feel good now. Playboy’s early mission was “exclusivity, sophistication and taste.” While Playboy’s iconic logo is those bunny ears, its brand was the association it created in its audience’s minds.

great brands always balance identity, integrity, and efficiency.

Put time and effort to promote your personal brand.

Do not confuse location with direction. Location is where you are, direction is where you are going.

When we were cavemen scarcity of food meant we would die fast . Hence scarcity rings alarm bells of anxiety

So much can be learnt by observing motivations of our ancestors

A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it’s irrelevant. But to the right audience, it’s a passion.

There are three points I used to help a gourmet chocolatier increase sales 300% in a single month as well as a Midwest city to increase tourism guests 500% in 12 months.

Your style guide is your most loyal brand protector.

Cookie cutters are for baking, not branding.

Having a me-too brand is a death sentence.

Branding is the art of differentiation

Every great brand goes back to a courageous individual who dared to say 'NO' to the status quo.

As a brand or branded individual, success means sending out interesting, authentic, relevant content on a regular basis.

Positioning is part art, part science and part psychology, and that’s why marketing strategy is a lot harder than it looks, especially if you actually want to win.

When strategy, culture, and brand harmonize, they amplify one another and resonate loud and clear.

Roy H. Williams defines branding as the sum total of all the things a company says about itself—the things that pop into your customers’ minds when they hear your name.

Anybody who forays outside the “Overton window” faces a rocky road. He or she will quickly be branded as “unrealistic” or “unreasonable” by the media, the fearsome gatekeepers of the window. Television, for example, offers little time or space to present fundamentally different opinions. Instead, talk shows feed us an endless merry-go-round of the same people saying the same things. And yet, despite all this, a society can change completely in a few decades. The Overton window can shift. A classic strategy for achieving this is to proclaim ideas so shocking and subversive that anything less radical suddenly sounds sensible. In other words, to make the radical reasonable, you merely have to stretch the bounds of the radical.

For the Obamacare rollout, Obama worked with the same public relations specialists who also did the publicity for Venezuelan dictator Hugo Chavez. Celinda Lake and American Environics, the leftist pollster who advised the Obama campaign to make contraception for women one of the central issues in the 2012 presidential campaign, offered data that was useful. But the driving force in developing the strategy behind branding Obamacare was the Herndon Alliance. They’re the ones who came up with the now infamous line, “If you like your health-care plan you can keep it.

Look at every ‘revolutionary’ brand or category killer, it had an app, or a feature, or a functionality, or a user experience nobody else at that point could offer. I refer to this as ‘the Killer App’ principle.

A good Public Relations agent can help you gain exposure and grow your popularity and often get you in the right places, but they cannot help those who refuse to birth new possibilities and move out of their comfort zones.

Online shopping with discount coupons It is quite frequent that most manufacturers are using marketing and advertising strategies to be able to attract customers in their business. It is so usual that all of us want to save money on every product that we purchase inorder to incur extra saving. Thus the concept of online discount coupons came into effect and Saverr has in its credential reliable discount coupons from every possible big brands.

If your brand is a cliché, your brand is losing sales and growth. Why? If your brand is using clichés to promote itself, you’re promoting your “category,” not your unique, individual brand. Painful? Yes. Solvable? Absolutely.

Content without continuity and connection will leave you with fewer conversions, sales, and engagement. Stop trying to create something to go viral. Start building an authentic connection rooted in endurance and engagement.

Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.

Successful branding ultimately depends on your ability to speak to your customers in their own language about what matters most to them. In our current WE Cycle, a successful brand leaves hype behind and speaks to the need for community and working together.

Get consistent in your marketing campaigns to create your brand personality. This will be your “meat paste,” so to speak, to trigger your audience’s associations of you and your company. Put together a memorable style guide to give your campaigns a sense of “connectedness.

If you would not spend time looking at it, do not ship it. One of the best quality assurance rules of thumb is to avoid publishing content that you would not consume. Simple, yet so hard to execute on. My audience deserves my very best. Repeat that to yourself every single day.

Hope does not mean that our protests will suddenly awaken the dead consciences, the atrophied souls, of the plutocrats running Halliburton, Goldman Sachs, Exxon Mobil or the government. Hope does not mean we will reform Wall Street swindlers and speculators. Hope does not mean that the nation’s ministers and rabbis, who know the words of the great Hebrew prophets, will leave their houses of worship to practice the religious beliefs they preach. Most clerics like fine, abstract words about justice and full collection plates, but know little of real hope. Hope knows that unless we physically defy government control we are complicit in the violence of the state. All who resist keep hope alive. All who succumb to fear, despair and apathy become enemies of hope. Hope has a cost. Hope is not comfortable or easy. Hope requires personal risk. Hope does not come with the right attitude. Hope is not about peace of mind. Hope is an action. Hope is doing something. Hope, which is always nonviolent, exposes in its powerlessness the lies, fraud and coercion employed by the state. Hope does not believe in force. Hope knows that an injustice visited on our neighbor is an injustice visited on us all. Hope sees in our enemy our own face. Hope is not for the practical and the sophisticated, the cynics and the complacent, the defeated and the fearful. Hope is what the corporate state, which saturates our airwaves with lies, seeks to obliterate. Hope is what our corporate overlords are determined to crush. Be afraid, they tell us. Surrender your liberties to us so we can make the world safe from terror. Don’t resist. Embrace the alienation of our cheerful conformity. Buy our products. Without them you are worthless. Become our brands. Do not look up from your electronic hallucinations to think. No. Above all do not think. Obey. The powerful do not understand hope. Hope is not part of their vocabulary. They speak in the cold, dead words of national security, global markets, electoral strategy, staying on message, image and money. Those addicted to power, blinded by self-exaltation, cannot decipher the words of hope any more than most of us can decipher hieroglyphics. Hope to Wall Street bankers and politicians, to the masters of war and commerce, is not practical. It is gibberish. It means nothing. I cannot promise you fine weather or an easy time. I cannot pretend that being handcuffed is pleasant. If we resist and carry out acts, no matter how small, of open defiance, hope will not be extinguished. Any act of rebellion, any physical defiance of those who make war, of those who perpetuate corporate greed and are responsible for state crimes, anything that seeks to draw the good to the good, nourishes our souls and holds out the possibility that we can touch and transform the souls of others. Hope affirms that which we must affirm. And every act that imparts hope is a victory in itself.

Giving these lil’ fellas a gun was important to keep the name of the Rebellions strong, because whenever the name drops, it’s only a matter of time before someone kicks your door in. Scrooge, former leader of the Rebellion Raiders street gang that once boasted of having some ten thousand members

a new breed of designers is developing brand-new techniques under the banner of Lean User Experience (Lean UX). They recognize that the customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.

When I was in the advertising business, I used to offer free seminars to advertisers about how to create better ads (the material in this chapter being the content). That was not so long ago, but since then the Internet has ballooned to major significance. If I were selling advertising today, I’d have that seminar online. Think of how this cuts down on your travel expenses. I used to fly all over creation to deliver those seminars. And appointments were harder to get. The education-based marketing concept that you learned in Chapter Four works hand in glove with the ability to do things over the Internet. Here’s the pitch I’d do today: “How would you like to learn to make your advertising literally 10 times more effective? And you can do it right from the comfort of your favorite office chair.” It’s hard to resist such an offer. There are many examples I could give you to flesh out the model of turning your Web site into a community. The examples below are simple and some are even silly, but each shows how far this concept can go and how it helps you capture more leads and build a better brand.

The most devastating thing artists can do to their career is get in their own way, and way too many people do. It’s not the labels, the industry, the fans, the cities, the economy, the social media, the marketing, the promoting, the “right time,” the music, or whatever other excuse you can come up with that determines whether you succeed or you fail. It is you—no one else.

The marketing techniques were getting refined. There had been a trend away from conventional political consultants and the traditional campaign philosophy of “getting our message out to the people.” Surveys showed the people were allergic to messages and refused to listen, even if the president was on TV saying the water supply was radioactive and giant spiders were running the government. The strategy shifted from “the message” to brand recognition after it was learned that most campaigns were decided during the selection of color scheme, typeface and logo. Campaigns began aggressively headhunting at Coca-Cola and Procter & Gamble. They spent heavily on focus groups and test markets. Conference rooms full of average citizens ate potato chips and pickle spears while campaign workers auditioned fonts and swatches.

Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, “Why didn’t we think of that?” Be very scared of “old tricks” and build a spirit of innovation. It’s the “old tricks” that have the highest risk, not doing something bold.

Youth culture is constantly evolving and Gen Z in particular is disrupting industries, says Witt. Gen Z represents an unprecedented group of innovation and entrepreneurship. This group is focused on niche interests and if brands don’t recognize this now and get on board, they are going to be left behind. It’s also important for brands to adopt a global mindset, as some of the most significant growth is taking place in countries that are either developing or underdeveloped.

Why is it there’s no aisle in a grocery or department in a store or menu on a website for “average stuff” or “beige products”? FACT: People never got passionate about mediocre and average. While consumers and clients can find “best deals” and “natural foods” and “artisan goods,” one doesn’t find an aisle or a website menu tab offering “average stuff” without excelling in something (which might explain that while vanilla is necessary for the ice cream sundae, it’s the hot fudge we all crave and talk about).

The peril of a potent resource position is that success then arrives without careful ongoing strategy work. Own the original patent on the plain-paper photocopier, or own the Hershey’s brand name, or the Windows operating system franchise, or the patent on Lipitor, and there will be many years during which profits will roll in almost regardless of how you arrange your business logic. Yes, there was inventive genius in the creation of these strategic resources, but profits from those resources can be sustained, for a time, without genius.

For example, your social media schedule might look something like this for one day: (Jab) Post #1: Inspiring quote (Jab) Post #2: Live behind-the-scenes video of your business (Jab) Post #3: Helpful article with a list of tips (Right Hook) Post #4: Invitation to sign up for a contest My friend Steve, a social media professional, says, “A good brand is a generous brand.” Be generous in your marketing and social media strategy, and you will build a relationship with your followers. They will become loyal, appreciative, and ready to take the next step with you.

How has my industry raised prices at this rate without improving the product? At a few elite institutions, including NYU, we’ve leveraged scarcity. More than a business strategy, it’s become a fetish—believing you are a luxury brand instead of a public servant. Ivy Leagues have acceptance rates of 4–10%. A university president bragging about rejecting 90% of applicants is tantamount to a homeless shelter taking pride in turning away 90% of the needy that arrive each night. And this is not about standards or brand dilution. In an essay explaining his decision to stop conducting application interviews for his alma mater, Princeton, journalist Bryan Walsh observed, “The secret of elite college admissions is that far more students deserve to attend these colleges than are admitted, and there is virtually no discernible difference between those who make it and the many more who just miss out.” In support, he offered this statement from Princeton’s own dean of admissions: “We could have admitted five or six classes to Princeton from the [applicant] pool.”4 So, with a $26 billion endowment, the question becomes, Why wouldn’t you?

What Is Marketing? Some people think marketing is advertising or branding or some other vague concept. While all these are associated with marketing, they are not one and the same. Here’s the simplest, most jargon-free definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and, ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing. Yup, it’s as simple as that—marketing is the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer. All the stuff you usually associate with marketing are tactics.

Toyota wasn’t really worried that it would give away its “secret sauce.” Toyota’s competitive advantage rested firmly in its proprietary, complex, and often unspoken processes. In hindsight, Ernie Schaefer, a longtime GM manager who toured the Toyota plant, told NPR’s This American Life that he realized that there were no special secrets to see on the manufacturing floors. “You know, they never prohibited us from walking through the plant, understanding, even asking questions of some of their key people,” Schaefer said. “I’ve often puzzled over that, why they did that. And I think they recognized we were asking the wrong questions. We didn’t understand this bigger picture.” It’s no surprise, really. Processes are often hard to see—they’re a combination of both formal, defined, and documented steps and expectations and informal, habitual routines or ways of working that have evolved over time. But they matter profoundly. As MIT’s Edgar Schein has explored and discussed, processes are a critical part of the unspoken culture of an organization. 1 They enforce “this is what matters most to us.” Processes are intangible; they belong to the company. They emerge from hundreds and hundreds of small decisions about how to solve a problem. They’re critical to strategy, but they also can’t easily be copied. Pixar Animation Studios, too, has openly shared its creative process with the world. Pixar’s longtime president Ed Catmull has literally written the book on how the digital film company fosters collective creativity2—there are fixed processes about how a movie idea is generated, critiqued, improved, and perfected. Yet Pixar’s competitors have yet to equal Pixar’s successes. Like Toyota, Southern New Hampshire University has been open with would-be competitors, regularly offering tours and visits to other educational institutions. As President Paul LeBlanc sees it, competition is always possible from well-financed organizations with more powerful brand recognition. But those assets alone aren’t enough to give them a leg up. SNHU has taken years to craft and integrate the right experiences and processes for its students and they would be exceedingly difficult for a would-be competitor to copy. SNHU did not invent all its tactics for recruiting and serving its online students. It borrowed from some of the best practices of the for-profit educational sector. But what it’s done with laser focus is to ensure that all its processes—hundreds and hundreds of individual “this is how we do it” processes—focus specifically on how to best respond to the job students are hiring it for. “We think we have advantages by ‘owning’ these processes internally,” LeBlanc says, “and some of that is tied to our culture and passion for students.

Onboarding checklists Business orientation checklist As early as possible, get access to publicly available information about financials, products, strategy, and brands. Identify additional sources of information, such as websites and analyst reports. If appropriate for your level, ask the business to assemble a briefing book. If possible, schedule familiarization tours of key facilities before the formal start date. Stakeholder connection checklist Ask your boss to identify and introduce you to the key people you should connect with early on. If possible, meet with some stakeholders before the formal start. Take control of your calendar, and schedule early meetings with key stakeholders. Be careful to focus on lateral relationships (peers, others) and not only vertical ones (boss, direct reports). Expectations alignment checklist Understand and engage in business planning and performance management. No matter how well you think you understand what you need to do, schedule a conversation with your boss about expectations in your first week. Have explicit conversations about working styles with bosses and direct reports as early as possible. Cultural adaptation checklist During recruiting, ask questions about the organization’s culture. Schedule conversations with your new boss and HR to discuss work culture, and check back with them regularly. Identify people inside the organization who could serve as culture interpreters. After thirty days, conduct an informal 360-degree check-in with your boss and peers to gauge how adaptation is proceeding.

Seth Godin, author of more than a dozen bestsellers, including Purple Cow and Permission Marketing, understands the importance of frequency and consistency in a book marketing and public relations campaign. He practices these through following these seven steps: Permission marketing. This is a process by which marketers ask permission before sending ads to prospects. Godin pioneered the practice in 1995 with the founding of Yoyodyne, the Web’s first direct mail and promotions company (it used contests, online games, and scavenger hunts to market companies to participating users). He sold it to Yahoo! three years later. Editorial content. Godin was a long-time contributing editor to the popular Fast Company magazine. Blogging. Seth's Blog is one of the most-frequented blogs. Public speaking. Successful Meetings magazine named Godin one of the top 21 speakers of the 21st century. Words used to describe his lectures include "visual," "personal," and "dynamic." Community-building. His latest company, Squidoo.com, ranked among the top 125 sites in the U.S. (by traffic) by Quantcast, allows people to build a page about any topic that inspires them. The site raises money for charity and pays royalties to its million-plus members. E-books. Godin took a step to publish all his books electronically, then worked with Amazon on his own imprint, Domino, which published 12 books. Recently, Godin ended that project – since as he said in a blog, it was a "project" and he is always looking for more and different opportunities. Continuous improvement. Godin is always on the lookout for more ideas, more business opportunities and more engagement with his community.

Do you believe yourself in love with Deveaux?” He snarled the words. Between gritted teeth, he said, “It’s emblazoned on your pretty face. But you wouldn’t love him if you truly knew him. Your feelings would wither and die.” “What are you talking about?” “He’s lied to you repeatedly.” “Uh-huh. I’ll just take your word for it?” “No, I received my information from the Fool. He was quite worried about his Empress’s safety when you were in Deveaux’s keeping.” “You know I’ll fact-check.” “I expect you to.” “And why would you two be discussing my safety?” “I’ve been up-front about my intentions with you, unlike Deveaux. Did you never wonder about his instant infatuation with you?” “Maybe he had a thing for cheerleaders.” Death shook his head. “No, he targeted you before he ever saw you.” “That doesn’t make sense.” “You were possessed by someone he hated.” He downed another shot. “Jack despised Brand. That was no secret.” “You never asked yourself why?” “Because Brand was rich and seemed to have everything so easy.” “I’m sure that had something to do with it. However, the main reason he hated Brandon Radcliffe”—Death’s eyes had never looked so flat and dark—“was that they shared a father” “You’re saying Brand and Jackson were . . . half brothers?” Only one son had known of their connection. Was this why Jack’s eyes had darted when I’d asked him if he had any secrets? Death was relishing this. “Deveaux coveted all his brother had: the perfect family, the house, the car. The girl. He could never have any of the others—but he could have you. And he did.” “You’re lying.” You can trust me alone, Evie. “Matthew would’ve told me about this.” Death tsked. “Such trust you have in the Fool. How do you think I learned what my armor would do to your powers?” I tottered on my feet. “H-he wouldn’t!” “It’s nothing personal with him, just strategy and scheming.” I’d thought Matthew an innocent, wide-eyed boy. “The Fool knew that I’d kill you if I had no means to control you. In essence, he’s saved your life. So far, at least.” Death continued, “Deveaux didn’t even like you, but he pursued you.” “You don’t know anything!” I cried, though I could hear Jack’s words: Even when I hated you, I wanted you. “One benefit of my endless life? I have quite a grasp on human behavior.” “Maybe he did target me. But his feelings grew from that. You’ll have to do better than this.” “Do better? As you wish, creature.” With an evil grin, he said, “Deveaux killed your mother.