A compilation of brand related qoutes.
Advertisements… contain the only truths to be relied on in a newspaper.
Advertising may be described as the science of arresting the human intelligence long enough to get money from it.
Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.
Chess is as elaborate a waste of human intelligence as you can find outside an advertising agency.
Half the money I spend on advertising is wasted; the trouble is I don't know which half.
It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
If people aren't going to talk about your product, then it's not good enough.
Advertising is the modern substitute for argument; its function is to make the worse appear the better.
The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.
Finding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature.
Your brand image is primarily an emotional construct. Emotion is probably always more powerful in swaying people than reason, but people like to be able to rationalize their choices.
You can say the right thing about a product, and nobody will listen. You've got to say it in such a way that people feel it in their gut. Because if they don't feel it, nothing will happen.
Working in the context of ultra-famous brands like Dior and Vuitton, creative spirits are always going to feel reined in. It's important that they are free to develop ideas. And rather than detracting from the principal job, it reinforces it. I think of that money as venture capital. It's not a big investment.
While the importance of a strong brand is widely understood, nothing is as misunderstood in American business as the question of how to use it.
When the idea came up, (Newman's Own) I said, "Are you crazy? Stick my face on the label of salad dressing?" And then, of course, we got the whole idea of exploitation and how circular it is. Why not, really, go to the fullest length, and the silliest length, in exploiting yourself and turn the proceeds back to the community?
What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
We started out more as a product-based business, which was the simple handbag and our retail store, and we've evolved into a lifestyle business that has a whole world around it.
We have to be alert to the way brands behave and misbehave. We have to reward the good ones with our loyalty and punish the bad ones by avoiding them.
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
Though no one can go back and make a brand new start, anyone can start from now and make a brand new ending.
The truth is the best brands, like the most interesting people, have a keen sense of self.
The real lesson Orville (Redenbacher) taught me was the power of a good brand to trump all rhyme or reason in the marketplace.
The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
The music industry is a strange combination of having real and intangible assets: pop bands are brand names in themselves, and at a given stage in their careers their name alone can practically gaurantee hit records.