Рая Димова

“If you show somebody a piece of your work and you ask them 'What do you think?', they will probably say it's okay because they don't want to offend you.
Next time, instead of asking if it's right, ask them what's wrong.
They may not say what you want to hear, but the chances are they will give you a truthful criticism.”
― Paul Arden

“This book is dedicated to the voices inside my head, the most remarkable of my friends.
And to my wife, who lives with us.”
― Fredrik Backman, Anxious People

“DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company. Is it clear enough and unique enough to pass the swap test? RELEVANCE asks whether a brand expression is appropriate for its goals. Does it pass the hand test? Does it grow naturally from the DNA of the brand? These are good questions, because it’s possible to be attention-getting without being relevant, like a girly calendar issued by an auto parts company. MEMORABILITY is the quality that allows people to recall the brand or brand expression when they need to. Testing for memorability is difficult, because memory proves itself over time. But testing can often reveal the presence of its drivers, such as emotion, surprise, distinctiveness, and relevance. EXTENDIBILITY measures how well a given brand expression will work across media, across cultural boundaries, and across message types. In other words, does it have legs? Can it be extended into a series if necessary? It’s surprisingly easy to create a one-off, single-use piece of communication that paints you into a corner. DEPTH is the ability to communicate with audiences on a number of levels. People, even those in the same brand tribe, connect to ideas in different ways. Some are drawn to information, others to style, and still others to emotion. There are many levels of depth, and skilled communicators are able to create connections at most of them.”
― Marty Neumeier, The Brand Gap

“They say that a person’s personality is the sum of their experiences. But that isn’t true, at least not entirely, because if our past was all that defined us, we’d never be able to put up with ourselves. We need to be allowed to convince ourselves that we’re more than the mistakes we made yesterday. That we are all of our next choices, too, all of our tomorrows.”
― Fredrik Backman, Anxious People