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.

—Al & Laura Ries

THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.

—Al & Laura Ries

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

—Al & Laura Ries

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.

—Ben Cohen
Ben & Jerry's

The Internet is the ultimate in brand-centered buying.

—Al & Laura Ries

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.

—David F. D'Alessandro
former Chairman, CEO, and President of John Hancock

The goal here is to build a brand around social relevance in media (with his Participant Productions company).

—Jeff Skoll

The best way to make news is to announce a new category, not a new product.

—Al & Laura Ries

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.

—Gary Hirshberg
tonyfield Farm

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.

—Al & Laura Ries

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.

—Jerry Baldwin
Starbucks

Perception is reality in the absence of experience.

—Tom Martin

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.

—Wally Olins

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.

—Al & Laura Ries
The 22 Immutable Laws of Branding

Nothing is surer to prevent successful brand exploitation than a toxic corporate culture that cannot deliver a consistent brand promise.

—Ron Gossen

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.

—Gary Hirshberg
Stonyfield Farm

Most importantly, a brand must be endearing.

—Barry Krause

Men make counterfeit money; in many more cases, money makes counterfeit men.

—Sydney J. Harris

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

—Al & Laura Ries

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.

—Wally Amos
Famous Amos

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.

—Wally Olins

It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand.

—David F. D'Alessandro
former Chairman, CEO, and President of John Hancock

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.

—Jerry Baldwin, Starbucks Greenfield
Ben & Jerry's

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.

—Al & Laura Ries

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.

—David F. D'Alessandro
former Chairman, CEO, and President of John Hancock