--- title: "Meaning & Key Takeaway of: What I really, hugely, and…" description: "\"What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to ac..." image: "https://sms4smile.com/quotes/i/f2e/wally-olins-47497_accepting_what-i-really-hugely-and-antagonisticall_424796.jpg" --- # What I really, hugely, and antagonistically dislike is the… ![“What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to accept that there are a lot of things you just cannot quantify.” quote by Wally Olins](https://sms4smile.com/quotes/i/f2e/wally-olins-47497_accepting_what-i-really-hugely-and-antagonisticall_424796.jpg) [Download](https://sms4smile.com/quotes/i/f2e/wally-olins-47497_accepting_what-i-really-hugely-and-antagonisticall_424796.jpg) [Open image](https://sms4smile.com/quotes/i/f2e/wally-olins-47497_accepting_what-i-really-hugely-and-antagonisticall_424796.jpg) > “What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to accept that there are a lot of things you just cannot quantify.” [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Attempting to measure intangible qualities often fails; branding must accept some aspects remain unquantifiable. **In simple terms:** Quantifying the unquantifiable is futile; accept limits. Key Takeaway Focus on qualitative insight over forced metrics. Themes branding measurement uncertainty creativity Mood critical thought‑provoking Type business strategic When to use this quote - advertising campaigns - product design - strategy sessions - client consultations Key Concepts intangible value subjective perception market dynamics Questions to Reflect On - What aspects of your work resist measurement? - How can you balance data with intuition? A Different Perspective Over‑reliance on data can stifle intuition. ★ ★ ★ ★ ★ No ratings yet [Accepting](https://sms4smile.com/quotes/about/accepting/) [Antagonistically Dislike](https://sms4smile.com/quotes/about/antagonistically-dislike-3758495/) [Branding](https://sms4smile.com/quotes/about/branding/) [Consultants](https://sms4smile.com/quotes/about/consultants/) [Dislike](https://sms4smile.com/quotes/about/dislike/) [Hugely Antagonistically](https://sms4smile.com/quotes/about/hugely-antagonistically-3758497/) [Ifs](https://sms4smile.com/quotes/about/ifs/) [Quantify Unquantifiable](https://sms4smile.com/quotes/about/quantify-unquantifiable-3758496/) [Unquantifiable Branding](https://sms4smile.com/quotes/about/unquantifiable-branding-3758494/) ## Related quotes > [Branding is a profound manifestation of the human condition](https://sms4smile.com/quotes/wally-olins/branding-is-a-profound-manifestation-of-the-human-condition/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [Brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial…](https://sms4smile.com/quotes/wally-olins/brands-and-branding-are-the-most-significant-gifts-that-commerce-has-2/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [It's quite extraordinary that a recourse (branding/identity) which is generally regarded as so significant, and is now so ubiquitous, is so little understood.](https://sms4smile.com/quotes/wally-olins/it-s-quite-extraordinary-that-a-recourse-branding-identity-which-is/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every…](https://sms4smile.com/quotes/wally-olins/overall-because-branding-is-about-creating-and-sustaining-trust-it/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [Brands and branding are the most significant gifts that commerce has ever made to popular culture.](https://sms4smile.com/quotes/wally-olins/brands-and-branding-are-the-most-significant-gifts-that-commerce-has/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [A Consultant is a guy who knows 125 different ways to make love, but who doesn't know any women.](https://sms4smile.com/quotes/mark-russell/a-consultant-is-a-guy-who-knows-125-different-ways-to-make-love-but/) [Mark Russell](https://sms4smile.com/quotes/author/mark-russell/) > [The consultant's first obligation is to the patient, not to his brother physician.](https://sms4smile.com/quotes/burton-j-hendrick/the-consultant-s-first-obligation-is-to-the-patient-not-to-his/) [Burton J. Hendrick](https://sms4smile.com/quotes/author/burton-j-hendrick/) > [Politically, the world economy really depends on consultants. Because it's also, in a way, an outsourcing of responsibility. They can say, "Yeah, they told…](https://sms4smile.com/quotes/maren-ade/politically-the-world-economy-really-depends-on-consultants-because/) [Maren Ade](https://sms4smile.com/quotes/author/maren-ade/) > [Fund consultants like to require style boxes such as "long-short," "macro," "international equities." At Berkshire our only style box is "smart."](https://sms4smile.com/quotes/warren-buffett/fund-consultants-like-to-require-style-boxes-such-as-long-short-macro/) [Warren Buffett](https://sms4smile.com/quotes/author/warren-buffett/) > [Our success as consultants will depend upon the essential rightness of the advice we give and our capacity for convincing those in authority that…](https://sms4smile.com/quotes/andrew-thomas/our-success-as-consultants-will-depend-upon-the-essential-rightness/) [Andrew Thomas](https://sms4smile.com/quotes/author/andrew-thomas/) > [We tend to think of the mind of an organization residing in the CEO and the organization's top managers, perhaps with the help of…](https://sms4smile.com/quotes/kevin-kelly/we-tend-to-think-of-the-mind-of-an-organization-residing-in-the-ceo/) [Kevin Kelly](https://sms4smile.com/quotes/author/kevin-kelly/) > [Forget the consultants, the pundits and the pollsters; good policy is good politics.](https://sms4smile.com/quotes/jim-demint/forget-the-consultants-the-pundits-and-the-pollsters-good-policy-is/) [Jim DeMint](https://sms4smile.com/quotes/author/jim-demint/) > [There is no waste in the world that equals the waste from needless, ill-directed, and ineffective motions.](https://sms4smile.com/quotes/frank-bunker-gilbreth-sr/there-is-no-waste-in-the-world-that-equals-the-waste-from-needless/) [Frank Bunker Gilbreth, Sr](https://sms4smile.com/quotes/author/frank-bunker-gilbreth-sr/) > [You know, you don't see hospital consultants going on strike, and I don't believe that teachers and headteachers should. It's within their rights, it's…](https://sms4smile.com/quotes/michael-gove/you-know-you-don-t-see-hospital-consultants-going-on-strike-and-i-don/) [Michael Gove](https://sms4smile.com/quotes/author/michael-gove/) > [“Consultants use four tools to solve clients’ biggest problems. You can use the exact same tools to tackle any type of case interview: Hypothesis…](https://sms4smile.com/quotes/victor-cheng/consultants-use-four-tools-to-solve-clients-biggest-problems-you-can/) [Victor Cheng](https://sms4smile.com/quotes/author/victor-cheng/) ## More by Wally Olins > [Brands and branding are the most significant gifts that commerce has ever made to popular culture.](https://sms4smile.com/quotes/wally-olins/brands-and-branding-are-the-most-significant-gifts-that-commerce-has/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [The only requirement of a symbol is that it have substance underneath: The first thing to do is to try to establish the substance.…](https://sms4smile.com/quotes/wally-olins/the-only-requirement-of-a-symbol-is-that-it-have-substance-underneath/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every…](https://sms4smile.com/quotes/wally-olins/overall-because-branding-is-about-creating-and-sustaining-trust-it/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [It's quite extraordinary that a recourse (branding/identity) which is generally regarded as so significant, and is now so ubiquitous, is so little understood.](https://sms4smile.com/quotes/wally-olins/it-s-quite-extraordinary-that-a-recourse-branding-identity-which-is/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [Brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial…](https://sms4smile.com/quotes/wally-olins/brands-and-branding-are-the-most-significant-gifts-that-commerce-has-2/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [Branding is a profound manifestation of the human condition](https://sms4smile.com/quotes/wally-olins/branding-is-a-profound-manifestation-of-the-human-condition/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) > [We have to be alert to the way brands behave and misbehave. We have to reward the good ones with our loyalty and punish…](https://sms4smile.com/quotes/wally-olins/we-have-to-be-alert-to-the-way-brands-behave-and-misbehave-we-have-to/) [Wally Olins](https://sms4smile.com/quotes/author/wally-olins/) [Explore all 8 Wally Olins quotes ](https://sms4smile.com/quotes/author/wally-olins/) ## More Accepting quotes > [From Augustine down, theologians have tried to compel people to accept their special interpretation of the Scripture, and the tortures of the inquisition, the…](https://sms4smile.com/quotes/matilda-joslyn-gage/from-augustine-down-theologians-have-tried-to-compel-people-to-accept/) [Matilda Joslyn Gage](https://sms4smile.com/quotes/author/matilda-joslyn-gage/) > [Laughing, laughing, laughing, laughing! It is the jester! A voice from the Void, to cheer poor Cicero! I accept your gift, dearest Night Mother.…](https://sms4smile.com/quotes/marcus-tullius-cicero/laughing-laughing-laughing-laughing-it-is-the-jester-a-voice-from-the/) [Marcus Tullius Cicero](https://sms4smile.com/quotes/author/marcus-tullius-cicero/) > [This duo inside of me causes the perfect opportunity to live and learn twice as fast as those who choose to accept simplicity.](https://sms4smile.com/quotes/tupac-shakur/this-duo-inside-of-me-causes-the-perfect-opportunity-to-live-and/) [Tupac Shakur](https://sms4smile.com/quotes/author/tupac-shakur/) > [There is something about the South that accepts the supernatural. If you don't accept it and you're having a conversation with someone who does,…](https://sms4smile.com/quotes/alice-englert/there-is-something-about-the-south-that-accepts-the-supernatural-if/) [Alice Englert](https://sms4smile.com/quotes/author/alice-englert/) > [We only enter into the full life if our faith gives thanks. Because how else do we accept His free gift of salvation if…](https://sms4smile.com/quotes/ann-voskamp/we-only-enter-into-the-full-life-if-our-faith-gives-thanks-because/) [Ann Voskamp](https://sms4smile.com/quotes/author/ann-voskamp/) > [Don't be bitter. Everybody suffers. If you can accept your suffering then you will understand other people better. Be grateful for pain. Love life.](https://sms4smile.com/quotes/stephen-colbert/don-t-be-bitter-everybody-suffers-if-you-can-accept-your-suffering/) [Stephen Colbert](https://sms4smile.com/quotes/author/stephen-colbert/) > [It takes an unusually philosophic mind to accept that all one’s suffering might be to no end, really, in the larger scheme of things.](https://sms4smile.com/quotes/anonymous/it-takes-an-unusually-philosophic-mind-to-accept-that-all-one-s/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [No nation being under another nation can accept gifts, and kick at the responsibility attached to those gifts, imposed by the conquering nation.](https://sms4smile.com/quotes/mahatma-gandhi/no-nation-being-under-another-nation-can-accept-gifts-and-kick-at-the/) [Mahatma Gandhi](https://sms4smile.com/quotes/author/mahatma-gandhi/) > [Even with clothing naked animals, there were people who wanted to send in money. A woman in Santa Barbara, California, sent a $40,000 check.…](https://sms4smile.com/quotes/alan-abel/even-with-clothing-naked-animals-there-were-people-who-wanted-to-send/) [Alan Abel](https://sms4smile.com/quotes/author/alan-abel/) > [Society understands the architecture of academia and knows there are relevant qualifications in different fields, and the media accepts the idea of specialisations and…](https://sms4smile.com/quotes/jay-griffiths/society-understands-the-architecture-of-academia-and-knows-there-are/) [Jay Griffiths](https://sms4smile.com/quotes/author/jay-griffiths/) > [Whatever your conscious mind assumes and believes to be true, your subconscious mind will accept and bring to pass. Believe in good fortune, divine…](https://sms4smile.com/quotes/joseph-murphy/whatever-your-conscious-mind-assumes-and-believes-to-be-true-your/) [Joseph Murphy](https://sms4smile.com/quotes/author/joseph-murphy/) > [Losing someone is easy, but accepting it is hard.](https://sms4smile.com/quotes/anonymous/losing-someone-is-easy-but-accepting-it-is-hard/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [… and so he tried to accept the ache in his heart as what Dr. Larch would call the common symptoms of normal life.](https://sms4smile.com/quotes/john-irving/and-so-he-tried-to-accept-the-ache-in-his-heart-as-what-dr-larch/) [John Irving](https://sms4smile.com/quotes/author/john-irving/) > [I think what was special about 'Music by Prudence' was the classic story of the title subject's life path - from being an outcast…](https://sms4smile.com/quotes/roger-ross-williams/i-think-what-was-special-about-music-by-prudence-was-the-classic/) [Roger Ross Williams](https://sms4smile.com/quotes/author/roger-ross-williams/) > [As my films are born at the moment when they are reflected into another person's mind and memories, there are no misconceptions. I totally…](https://sms4smile.com/quotes/pirjo-honkasalo/as-my-films-are-born-at-the-moment-when-they-are-reflected-into/) [Pirjo Honkasalo](https://sms4smile.com/quotes/author/pirjo-honkasalo/) [Browse all 6,788 Accepting quotes ](https://sms4smile.com/quotes/about/accepting/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. 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