This interesting bit is from Culture Making, a blog on culture-led branding. You can read the whole article here. But here are excerpts:
Bruce says: "Be formless... shapeless, like water”
Translation: Don't impose structure on a problem too early or stick rigidly to a process for process sake. Explore freely and allow your mind to wander; work adaptively and flexibly.
Bruce says: "I do not believe in styles any more"
Translation: Don't get caught up with one one-fits-all models that claim to be the holy grail of branding. Mixing and matching different ideas, innovations, communication codes and media platforms often works best and allows you to execute your brand idea in a much more compelling and interesting way.