A compilation of brand related qoutes.
THE LAW OF THE WORD: A brand should strive to own a word in the mind of the consumer.
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
The key to growing a business is that you need to be meeting some segment of the consumer's needs. If you've got a small business and a product or service that is not popular, you simply have to change your product or service to be more popular.
The Internet is the ultimate in brand-centered buying.
The great lesson of the Internet revolution is not that people never want personal service, just that they won't pay for personal service that does not add real value to the transaction.
The goal here is to build a brand around social relevance in media (with his Participant Productions company).
The best way to make news is to announce a new category, not a new product.
Superior quality is a prerequisite to entering the game. By definition, an entrepreneur is undercapitalized relative to the status quo. Therefore, if you enter a product that is either at parity with the leaders, or not as good, you won't even get to the starting line.
Successful brands get into the mind slowly.
- A blurb in a magazine.
- A mention in a newspaper.
- A comment from a friend.
- A display in a retail store.
After a slow buildup, people become convinced that they have known about the brand forever.
Show (don't tell) your customers that you have good quality by actually delivering fresh coffee and tea. Intelligent people are active recipients of information, and prefer to reach conclusions by themselves.
Perception is reality in the absence of experience.
Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Nothing is surer to prevent successful brand exploitation than a toxic corporate culture that cannot deliver a consistent brand promise.
My counsel to entrepreneurs is to 'own' a region, 'own' a market, 'own' a segment. Create something you can defend. Don't get hung up on the idea that you have to go national.
Most importantly, a brand must be endearing.
Men make counterfeit money; in many more cases, money makes counterfeit men.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Making mistakes doesn't mean that what you did was a failure, or the wrong take. It was just a 'mis-take.' You need to go back and do another take. In each take there is a lesson.
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.
It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand.
It really helps if you are doing something you love instead of something you are just spending a bunch of money on. You can become very discouraged if you're not involved in something genuine, something that you believe in, and are committed to.
It normally takes decades to build a brand… It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place.
It is not easy to build a great brand. It takes leadership to persuade the rest of the company to follow your vision. It takes an artistic sense of proportion and timing. It takes a ruthless willingness to distinguish yourself from competing brands and, hopefully, bury them in the process.