A compilation of brand related qoutes.
Intel actually branded the inside of a computer. They took the most abstract thing you can imagine and figured out a way to make people identify with it.
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.
I don't do fashion, I am fashion.
I am not looking like Armani today and somebody else tomorrow. I look like Ralph Lauren. And my goal is to constantly move in fashion and move in style without giving up what I am.
How many cares one loses when one decides not to be something but to be someone.
He that gives good advice, builds with one hand; he that gives good counsel and example, builds with both; but he that gives good admonition and bad example, builds with one hand and pulls down with the other.
Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity.
Every brand builder will face a million temptations to obscure, dilute, or confuse his or her brand message. These temptations fall under two general headings: boredom and the desire for growth.
Do not allow your enemy to define you. Because if you allow yourself to be defined negatively, nothing positive you say about yourself will register.
Cost does not equal value... and low cost parts decrease brand equity for a very long time.
Brands are the stories that unite us all in a common purpose within an enterprise, and connect us with the people we serve on the outside. These brand stories give meaning to who we are and what we do.
Brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms.
Branding is identifying or creating, and then exploiting, sustainable competitive advantage.
Brand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself.
An organization can only 'walk the talk' when its managers deliberately shape its internal reality to align with its brand promise…(the brand's) values must be internalized by the organization, shaping its instinctive attitudes, behaviors, priorities, etc…
A strong brand is the only thing that can tip the balance of power between distributors and a manufacturer back into the manufacturer's favor.
A great brand stays that way in part because it has no tolerance for anything or anyone who threatens the reputation of the enterprise.
A company may be the de jure owner, but customers are the de facto owers of the brand.
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
The crucial ingredient in the success of any brand is its claim to authenticity.
You get what you play for.
It is the mark of an educated mind to be able to entertain a thought without accepting it.
…nothing kills authenticity like ubiquity.