A compilation of brand related qoutes.
There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.
The stronger the dialog, the stronger the brand; the weaker the dialog, the weaker the brand.
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
The primary focus of your brand message must be on how special you are, not how cheap you are. The goal must be to sell the distinctive quality of the brand.
The point to remember about selling things is that, as well as creating atmosphere and excitement around your products, you've got to know what you're selling.
The opportunity to secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.
The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.
The most important word in the vocabulary of advertising is test. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
The more you engage with customers the clearer things become and the easier it is to determine what you should be doing
The more informative your advertising, the more persuasive it will be.
The marketing immunity of governments is similar to that of the major brands of washing powder.
The leader has to be practical and a realist, yet must talk the language of the visionary and the idealist.
The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I've never been particularly good at numbers, but I think I've done a reasonable job with feelings. And I'm convinced that it is feelingsâ€”and feelings aloneâ€”that account for the success of the Virgin brand in all of its myriad forms.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
The entrepreneur always searches for change, responds to it, and exploits it as an opportunity.
The customer is the appreciating asset.
The consumer isn't a moron. She is your wife.
The best ideas come as jokes. Make your thinking as funny as possible.
Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
So long as new ideas are created, sales will continue to reach new highs.
Since the purpose of business is to satisfy existing desires, or stimulate new ones, if everyone were genuinely happy, there would be no need for business any longer.
Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.