A compilation of brand related qoutes.
In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.
In the context of Living the Brand, purposes and values are not created, they exist — the issue is how well they are articulated and embedded.
In business, one of the challenges is making sure that your product is the easiest to experience and complete a sale.
In a fast-paced world, today's popular brand could be tomorrow's trivia question.
If you know the enemy and know yourself you need not fear the results of a hundred battles.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.
If you can, be first. If you can't be first, create a new category in which you can be first.
If it doesn't sell, it isn't creative.
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
I think the most important CEO task is defining the course that the business will take over the next five or so years. You have to have the ability to see what the business environment might be like a long way out, not just over the coming months. You need to be able to both set a broad direction, and also to take particular decisions along the way that make that broad direction unfold correctly.
I like to tell people that all of our products and business will go through three phases. There's vision, patience, and execution.
You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.
You have to be willing to attack yourself, making your own technology obsolete with new products. It's hard for some companies to do that, and if you don't, someone will. That's what happened to them.
What they're trying to say is, we have problems, but we're trying to innovate our way out of our problems. But the next question is, show me the innovation. And that will make or break Ford. I think it's very important for them to come up with some good product to talk about.
Unless a product becomes outmoded, a great campaign will not wear itself out.
This is dangerous because the networks are calling into question their own medium.
They've blown the cachet they had years ago. It's over now, and it's hard to move a brand up once you've been down.
The trick is to move quickly if you're going to move at all, and come down with a ton of bricks,
The risk is turning a molehill into a mountain. If the press notices that you're coming down on someone, it'll all get magnified and all of a sudden the company is the bad guy.
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
People like to bring back the old stuff. These are all classic brands so they have a history ... it is sort of reintroducing the brand to a new generation, using the old symbols.
No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.
It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
It's an idea whose time has come and gone… Wal-Mart's 'Everyday prices' trump blue-light specials. Why they want to try this one again, I have no idea. What Kmart is saying is that we have a few things on sale and Wal-Mart is saying we have a lot of things on sale.
