Brand is about what people aspire to be — a good mom, a capable leader, an innovator, eternally young — and the best ones make us feel good about ourselves. The emotional aspects of brand are often underinvested in by technology companies because it doesn’t directly correlate to sales. This is where small actions can add up to a big difference.

— Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group) by Martina Lauchengco