Brand Building Quotes
'The Enablers'. We enable people to emerge as winners
Quotes' Newsletter Archive - From Brand Building (Colin Bates)
"Brands are not just about fulfilling basic consumer needs. Brands possess great power and the truly great brands will be those that learn to balance this power with responsibility."
-Susannah Hart, John Murphy(Editors, The New Wealth Creators)
"Word of mouth is the best medium of all."
-Bill Bernbach
"If it doesn't sell, it isn't creative."
-David Ogilvy
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
-Peter F. Drucker
"Sustainability is here to stay or we may not be."Niall Fitzgerald, CEO Unilever
"If you can dream it, you can do it."
-Walt Disney
"A house of brands is like a family,each needs a role and relationship to others."
-Jeffrey Sinclair
"What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior."
-Al Ries & Laura Ries
"Success is not final, failure is not fatal:it is the courage to continue that counts."
-Winston Churchill
"It is not a matter of what is true that counts, but a matter of what is perceived to be true."
-Henry Kissinger
"Victory belongs to the most persevering."
-Napoleon Bonaparte
"Products, like people, have personalities, and they can make or break them in the marketplace."
-David Ogilvy
"When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity."
-Dale Carnegie
"History is the memory of things said and done."
-Carl L. Becker
"There are a terrible lot of lies going about the world, and the worst of it is that half of them are true."
-Winston Churchill
"Brands are the rock stars of commerce, and create many fans, both at home and abroad."
-Simon Anholt, (Brand New Justice)
"Price is what you pay. Value is what you get."
-Warren Buffett
"It takes a big idea to attract the attention of consumers and get them to buy your product... I doubt if more than one campaign in a hundred contains a big idea."
-David Ogilvy
"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail."
-Morris Hite
“Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy.”
-General George S. Patton, Jnr.
"There ain't no rules around here! We're trying to accomplish something!"
-Thomas Edison
"For every complex problem there is a simple solution that is wrong."
-George Bernard Shaw
"The consumer isn't a moron. She is your wife."
-David Ogilvy
"Unless your advertising is built on a big idea,it will pass like a ship in the night.”
-David Ogilvy
"The future's already arrived; it's just not evenly distributed yet.”
-William Gibson
"Marketing is too important to be left to the marketing department.”
- David Packard
"A great brand is a story that’s never completely told.” Scott Bedbury
"In a knowledge economy, a good business is a community with a purpose, not a piece of property."
-Charles Handy
"Imagination is more important than knowledge."
-Albert Einstein
"Change is the law of life. And those who look only to the past or present are certain to miss the future."
-John F. Kennedy
"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."
-John Stewart, Former CEO, Quaker
"When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."
-Leo Burnett
"... money is made by discounting the obviousand betting on the unexpected."
-George Soros
"Our company has, indeed, stumbled onto some of its new products. But never forget that you can only stumble if you are moving."
-Richard P. Carlton, Former CEO, 3M Corporation
"Nothing strengthens the judgment and quickens the conscience like individual responsibility."
-Elizabeth Cady Stanton
"The ability to learn faster than your competitors may be the only sustainable competitive advantage."
-Arie De Geus, Head of Planning, Royal Dutch Shell
"Because its purpose is to create a customer, the business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs."
-Peter Drucker
"The best way to predict the future is to create it." Peter Drucker
"Don't judge each day by the harvest you reap,but by the seeds you plant."
-Robert Louis Stevenson
"Almost all quality improvement comes via simplification of design, manufacturing, layout, processes, and procedures."
-Tom Peters
"Opportunity is missed by most because it is dressed in overalls and looks like work."
-Thomas Edison
"Leaders keep their eyes on the horizon, not just the bottom line."
-Warren G. Bennis
"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
-Michael Eisner, CEO, Disney
"Nothing is more dangerous than an ideawhen it's the only one you have."
-Emile Chartier
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"If everyone is thinking alike, then no one is thinking."
-Benjamin Franklin
"Marketing is the custodian of the physical brand, but who are the custodians of behavior? If it is just HR, you've perhaps got a problem because often HR departments have lost their punch at board level. The best sponsor for an internal culture is the CEO."
-Ian Buckingham, Interbrand Inside
"To accomplish great things, we must not only act, but also dream; not only plan, but also believe."
-Anatole France
-
"… even those deaf to the bragging cries of the marketplace will listen to a friend."
-Paddi Lund
"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."
-David Ogilvy
“Imagination rules the world.”
-Napoleon Bonaparte
“Skate to where the puck is going, not where it is."
-Wayne Gretskyice hockey legend
"An invasion of armies can be resisted,but not an idea whose time has come."
-Victor Hugo
"… if it's not your style to stretch and go the extra mile to make sure our customer experience is great, you're going to have an allergic reaction to this company. You probably won't stay. If you do try and stay, but can't adapt to the culture then it will reject you like a virus from a healthy immune system."
-Jeff Bezos
"… our first priority should be the people who work for the companies, then the customers, then the shareholders. Because if the staff are motivated then the customers will be happy, and the shareholders will then benefit through the company's success."Richard Branson
"You can't build a reputation on what you are going to do."
-Henry Ford
"The victorious strategist only seeks battle after the victory has been won, whereas he who is destined to defeat first fights and afterwards looks for victory."
- Sun Tzu (The Art of War)
"I would not give a fig for the simplicity this side of complexity, but I would give my life for the simplicity on the other side of complexity."
-Judge Oliver Wendell Holmes
"We slip from our obligation to know what consumers are thinking… into believing they are like us; and from there we slide further into believing we can think for them and understand their actions."
-William McComb
"We're not concerned about having consistency of brand so much as about consistency of purpose that flows throughout the whole organization. It doesn't actually matter what we write on the napkins or say through advertising, all that matters is that when you go into a Pret shop you get that set of experiences that describes Pret."
-Andrew Rolfe, Pret A Manger
"Good ideas are not adopted automatically. They must be driven into practice with courageous patience."
-Admiral Rickover
"Wherever you see a successful business, someone once made a courageous decision."
-Peter F. Drucker
"Leap and the net will appear."
-Julia Cameron
"A business exists because the consumer is willing to pay you his money. You run a business to satisfy the consumer. That isn't marketing. That goes way beyond marketing."
-Peter F. Drucker
"If we took the mission statements of 100 large industrial companies, mixed them up while everyone was asleep, and reassigned them at random, would anyone wake up tomorrow and cry, 'My gosh, where has our mission statement gone?'"
-Hamel and Prahalad
'We embarked on consciously building Virgin into a brand which stood for quality, value, fun and a sense of challenge. We also developed these ideas in the belief that our first priority should be the people who work for the companies, then the customers, then the shareholders. Because if the staff are motivated then the customers will be happy, and the shareholders will then benefit through the company's success."
-Richard Branson
"You don't build it for yourself. You know what people want and you build it for them."
-Walt Disney
"If you only give people what they already want, someone else will give them what they never dreamed possible."
-Saatchi & Saatchi
"Ultimately, strong branding is not just a promise to our customers,to our partners, to our shareholders and to our communities;it is also a promise to ourselves… in that sense, it is about using a brand as a beacon, as a compass, for determining the right actions, for staying the course, for evolving a culture, for inspiring a company to reach its full potential."
-Carly FiorinaCEO, Hewlett-Packard
"It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but what the company does."
-Jeff Bezos
"I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I down a glass of extra strong lager. I am handsome, I say, as I don my Levi's jeans."
-John KayEconomist
"I have found the most important thing to do is decide what you're about, decide who you are, what you hold as important, and what you value. Make sure that whatever you're doing about becoming more of what you really are and not about plans and strategies that have financial gain as the starting point."
-Scott LivengoodChairman, CEO, Krispy Kreme
"Any CEO who cannot clearly articulate the intangible assets of his brand and understand its connection to customers, is in trouble."
-Charlotte BeersUS Under Secretary of State
"If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name could walk into a bank the next day morning and get a loan to rebuild everything."
-Carlton CurtisVP Corporate Communications, Coca Cola
"…nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him.For if you know these things about a man you can touch him at the core of his being."
-Bill Bernbach
"It is a struggle to preserve a brand's aura of authenticity when layers of management, paid advertising, and unabashed promotion are added to the marketing mix. Small businesses have a distinct advantage in fostering consumer trust (and thereby boosting sales) simply by revealing their company's brand character and personality - cracks, quirks, and all."
-Kirsten Osolind
"A good product is not enough to provide competitive advantage. Only brands can tap into the emotional needs of consumers and create a bond with them.
-"Jamie Lord
"Singleness of purpose is one of the chief essentials for success in life, no matter what may be one's aim."
- John D. Rockefeller, Jr. 1874
"Regard your good name as the richest jewel you can possibly be possessed of - for credit is like fire; when once you have kindled it you may easily preserve it, but if you once extinguish it, you will find it an arduous task to rekindle it again. The way to gain a good reputation is to endeavor to be what you desire to appear."
-Socrates
"The best and most effective brands of the futurewill be built around knowledge."
-Lord Puttnam CBE
"We are so busy measuring public opinion that we forget we can mold it. We are also busy listening to statistics we forget we can create them."
-Bill Bernbach
"Where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use ofwhat you have."
-Karl von Clausewitz (On War)
"What people in business think they know about the customer and market is likely to be more wrong than right...the customer rarely buys what the business thinks it sells him."Peter Drucker
"The real success story of branding in recent decades has been the way in which companies have used their brands to turn the satisfaction of complex and even spiritual needs into commercial transactions."
-Simon Anholt
"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen."
-Bill Bernbach
"Market research can establish beyond the shadow of a doubt that the egg is a sad and sorry product and that it obviously will not continue to sell. Because after all, eggs won't stand up by themselves, they roll too easily, are too easily broken, require special packaging, look alike, are difficult to open, won't stack on the shelf."
-Robert Pliskin
"Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets."
-Al Ries
"Your most unhappy customers are your greatest source of learning."
-Bill Gates
"You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer."
-Bill Bernbach
"We are what we repeatedly do.Excellence, then, is not an act, but a habit."
-Aristotle
"There is nothing more difficult to carry out, nor more doubtful of success than to initiate a new order of things. For the reformer has enemies in all those who profit by the old order."
-Niccolo Machiavelli
"Any damn fool can put on a deal but it takes genius, faith, and perseverance to create a brand."
- David Ogilvy
"The secret to our enduring brand lies in delivering an experience rather than just a collection of products and services."
-Harley-Davidson annual report
"Positioning is not about finding what the market wants you to be, but about finding out what you are and owning that space."
-F. Byron Nahser
"The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands."
-Fortune Magazine
"We don't ask consumers what they want. They don't know. Instead we apply our brain power to what they need, and will want, and make sure we're there, ready."
-Akio MoritaSony Corporation
"Quality is remembered long after the price is forgotten".
-Gucci family motto
"Have regard for your name, since it will remain for you longer than a great store of gold".
-The ApocryphaEcclesiasticus 41:12
"The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands."
-Fortune Magazine
"What's the reason to trust a company in a new country or in a new business it knows nothing about? My god, it's the brand."
-Laurel Cutler
"You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."
-Bill Benbach
"Standing in the middle of the road is very dangerous; you get knocked down by traffic from both sides."
-Margaret Thatcher
"Think small and act small, and we'll get bigger. Think big and act big, and we'll get smaller."
-Herb Kelleher
"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change".
-Charles Darwin
"…in the factory we make cosmetics, in the store we sell hope." Charles Revlon
"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."
-David Ogilvy(Confessions of an Advertising Man)
"Managing brands is going to be more and more about trying to manage everything that your company does."
-Lee Clow
"Behind good brands lie stakeholder companies."
-Will Hutton
"Never give in - never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honour and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy.'' Winston Churchill
"Simplicity is all. Simple logic, simple arguments, simple visual images. If you can't reduce your argument to a few crisp words and phrases, there's something wrong with your argument. There's nothing long-winded about 'Liberté, égalité, fraternité'." Maurice SaatchiM&C Saatchi
"We all know that the Disney brand is our most valuable asset. It is the sum total of our seventy-five years in business, of our reputation, of everything that we stand for."
- Michael Eisner,Chairman and Chief Executive, Disney
"Really strong brands are the ones that havedone all my thinking for me."
-Marieke van der WerfFounder, New Moon communications agency
"A business that makes nothing but money is a poor kind of business."
-Henry Ford
"The product that will not sell without advertising will not sell profitably with advertising."
-Albert Lasker
"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." David Ogilvy
"If I had thought about it, I wouldn't have done the experiment. The literature was full of examples that said you can't do this."
-(On the work that led to the unique adhesives for 3-M 'Post-It' Notepads.) Spencer Silver
"Knowledge is a process of piling up facts;wisdom lies in their simplification."
-Alexander Graham Bell
"The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position."Al Ries & Jack Trout(Positioning: The Battle for your Mind)
"To swear off making mistakes is very easy. All you have to do is swear off having ideas. "
-Leo Burnett
"Looking at small advantages preventsgreat affairs from being accomplished."
-Confucius
"Normally, I am not a betting man but on one thing I've bet more than US$18 billion in the last three years - my belief that the future of consumer goods marketing belongs to the companies with the strongest brands."
-Hamish Maxwell, Phillip Morris
"Advertising promotes that divine discontent which makes people strive to improve their economic status."
-Ralph S. Butler
"Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniels. Ask them what they prefer. They'll think the two drinks are different. They are testing images."
-David Ogilvy, Ogilvy on Advertising
"In times of change, learners inherit the Earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists."
-Anon
"You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull ... When you advertise fire-extinguishers, open with the fire."
-David Ogilvy
"Doing business without advertising is like winking at a girl in the dark. You know what you're doing, but nobody else does."
-Stuart H. Britt
"If your marketing is not delivering consumers to the cash register with their wallets in their hands to buy your product, don't do it."
-Sergio Zyman
Quotes' Newsletter Archive - From Brand Building (Colin Bates)
"Brands are not just about fulfilling basic consumer needs. Brands possess great power and the truly great brands will be those that learn to balance this power with responsibility."
-Susannah Hart, John Murphy(Editors, The New Wealth Creators)
"Word of mouth is the best medium of all."
-Bill Bernbach
"If it doesn't sell, it isn't creative."
-David Ogilvy
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
-Peter F. Drucker
"Sustainability is here to stay or we may not be."Niall Fitzgerald, CEO Unilever
"If you can dream it, you can do it."
-Walt Disney
"A house of brands is like a family,each needs a role and relationship to others."
-Jeffrey Sinclair
"What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior."
-Al Ries & Laura Ries
"Success is not final, failure is not fatal:it is the courage to continue that counts."
-Winston Churchill
"It is not a matter of what is true that counts, but a matter of what is perceived to be true."
-Henry Kissinger
"Victory belongs to the most persevering."
-Napoleon Bonaparte
"Products, like people, have personalities, and they can make or break them in the marketplace."
-David Ogilvy
"When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity."
-Dale Carnegie
"History is the memory of things said and done."
-Carl L. Becker
"There are a terrible lot of lies going about the world, and the worst of it is that half of them are true."
-Winston Churchill
"Brands are the rock stars of commerce, and create many fans, both at home and abroad."
-Simon Anholt, (Brand New Justice)
"Price is what you pay. Value is what you get."
-Warren Buffett
"It takes a big idea to attract the attention of consumers and get them to buy your product... I doubt if more than one campaign in a hundred contains a big idea."
-David Ogilvy
"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail."
-Morris Hite
“Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy.”
-General George S. Patton, Jnr.
"There ain't no rules around here! We're trying to accomplish something!"
-Thomas Edison
"For every complex problem there is a simple solution that is wrong."
-George Bernard Shaw
"The consumer isn't a moron. She is your wife."
-David Ogilvy
"Unless your advertising is built on a big idea,it will pass like a ship in the night.”
-David Ogilvy
"The future's already arrived; it's just not evenly distributed yet.”
-William Gibson
"Marketing is too important to be left to the marketing department.”
- David Packard
"A great brand is a story that’s never completely told.” Scott Bedbury
"In a knowledge economy, a good business is a community with a purpose, not a piece of property."
-Charles Handy
"Imagination is more important than knowledge."
-Albert Einstein
"Change is the law of life. And those who look only to the past or present are certain to miss the future."
-John F. Kennedy
"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."
-John Stewart, Former CEO, Quaker
"When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."
-Leo Burnett
"... money is made by discounting the obviousand betting on the unexpected."
-George Soros
"Our company has, indeed, stumbled onto some of its new products. But never forget that you can only stumble if you are moving."
-Richard P. Carlton, Former CEO, 3M Corporation
"Nothing strengthens the judgment and quickens the conscience like individual responsibility."
-Elizabeth Cady Stanton
"The ability to learn faster than your competitors may be the only sustainable competitive advantage."
-Arie De Geus, Head of Planning, Royal Dutch Shell
"Because its purpose is to create a customer, the business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs."
-Peter Drucker
"The best way to predict the future is to create it." Peter Drucker
"Don't judge each day by the harvest you reap,but by the seeds you plant."
-Robert Louis Stevenson
"Almost all quality improvement comes via simplification of design, manufacturing, layout, processes, and procedures."
-Tom Peters
"Opportunity is missed by most because it is dressed in overalls and looks like work."
-Thomas Edison
"Leaders keep their eyes on the horizon, not just the bottom line."
-Warren G. Bennis
"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
-Michael Eisner, CEO, Disney
"Nothing is more dangerous than an ideawhen it's the only one you have."
-Emile Chartier
-
"If everyone is thinking alike, then no one is thinking."
-Benjamin Franklin
"Marketing is the custodian of the physical brand, but who are the custodians of behavior? If it is just HR, you've perhaps got a problem because often HR departments have lost their punch at board level. The best sponsor for an internal culture is the CEO."
-Ian Buckingham, Interbrand Inside
"To accomplish great things, we must not only act, but also dream; not only plan, but also believe."
-Anatole France
-
"… even those deaf to the bragging cries of the marketplace will listen to a friend."
-Paddi Lund
"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."
-David Ogilvy
“Imagination rules the world.”
-Napoleon Bonaparte
“Skate to where the puck is going, not where it is."
-Wayne Gretskyice hockey legend
"An invasion of armies can be resisted,but not an idea whose time has come."
-Victor Hugo
"… if it's not your style to stretch and go the extra mile to make sure our customer experience is great, you're going to have an allergic reaction to this company. You probably won't stay. If you do try and stay, but can't adapt to the culture then it will reject you like a virus from a healthy immune system."
-Jeff Bezos
"… our first priority should be the people who work for the companies, then the customers, then the shareholders. Because if the staff are motivated then the customers will be happy, and the shareholders will then benefit through the company's success."Richard Branson
"You can't build a reputation on what you are going to do."
-Henry Ford
"The victorious strategist only seeks battle after the victory has been won, whereas he who is destined to defeat first fights and afterwards looks for victory."
- Sun Tzu (The Art of War)
"I would not give a fig for the simplicity this side of complexity, but I would give my life for the simplicity on the other side of complexity."
-Judge Oliver Wendell Holmes
"We slip from our obligation to know what consumers are thinking… into believing they are like us; and from there we slide further into believing we can think for them and understand their actions."
-William McComb
"We're not concerned about having consistency of brand so much as about consistency of purpose that flows throughout the whole organization. It doesn't actually matter what we write on the napkins or say through advertising, all that matters is that when you go into a Pret shop you get that set of experiences that describes Pret."
-Andrew Rolfe, Pret A Manger
"Good ideas are not adopted automatically. They must be driven into practice with courageous patience."
-Admiral Rickover
"Wherever you see a successful business, someone once made a courageous decision."
-Peter F. Drucker
"Leap and the net will appear."
-Julia Cameron
"A business exists because the consumer is willing to pay you his money. You run a business to satisfy the consumer. That isn't marketing. That goes way beyond marketing."
-Peter F. Drucker
"If we took the mission statements of 100 large industrial companies, mixed them up while everyone was asleep, and reassigned them at random, would anyone wake up tomorrow and cry, 'My gosh, where has our mission statement gone?'"
-Hamel and Prahalad
'We embarked on consciously building Virgin into a brand which stood for quality, value, fun and a sense of challenge. We also developed these ideas in the belief that our first priority should be the people who work for the companies, then the customers, then the shareholders. Because if the staff are motivated then the customers will be happy, and the shareholders will then benefit through the company's success."
-Richard Branson
"You don't build it for yourself. You know what people want and you build it for them."
-Walt Disney
"If you only give people what they already want, someone else will give them what they never dreamed possible."
-Saatchi & Saatchi
"Ultimately, strong branding is not just a promise to our customers,to our partners, to our shareholders and to our communities;it is also a promise to ourselves… in that sense, it is about using a brand as a beacon, as a compass, for determining the right actions, for staying the course, for evolving a culture, for inspiring a company to reach its full potential."
-Carly FiorinaCEO, Hewlett-Packard
"It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but what the company does."
-Jeff Bezos
"I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I down a glass of extra strong lager. I am handsome, I say, as I don my Levi's jeans."
-John KayEconomist
"I have found the most important thing to do is decide what you're about, decide who you are, what you hold as important, and what you value. Make sure that whatever you're doing about becoming more of what you really are and not about plans and strategies that have financial gain as the starting point."
-Scott LivengoodChairman, CEO, Krispy Kreme
"Any CEO who cannot clearly articulate the intangible assets of his brand and understand its connection to customers, is in trouble."
-Charlotte BeersUS Under Secretary of State
"If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name could walk into a bank the next day morning and get a loan to rebuild everything."
-Carlton CurtisVP Corporate Communications, Coca Cola
"…nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him.For if you know these things about a man you can touch him at the core of his being."
-Bill Bernbach
"It is a struggle to preserve a brand's aura of authenticity when layers of management, paid advertising, and unabashed promotion are added to the marketing mix. Small businesses have a distinct advantage in fostering consumer trust (and thereby boosting sales) simply by revealing their company's brand character and personality - cracks, quirks, and all."
-Kirsten Osolind
"A good product is not enough to provide competitive advantage. Only brands can tap into the emotional needs of consumers and create a bond with them.
-"Jamie Lord
"Singleness of purpose is one of the chief essentials for success in life, no matter what may be one's aim."
- John D. Rockefeller, Jr. 1874
"Regard your good name as the richest jewel you can possibly be possessed of - for credit is like fire; when once you have kindled it you may easily preserve it, but if you once extinguish it, you will find it an arduous task to rekindle it again. The way to gain a good reputation is to endeavor to be what you desire to appear."
-Socrates
"The best and most effective brands of the futurewill be built around knowledge."
-Lord Puttnam CBE
"We are so busy measuring public opinion that we forget we can mold it. We are also busy listening to statistics we forget we can create them."
-Bill Bernbach
"Where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use ofwhat you have."
-Karl von Clausewitz (On War)
"What people in business think they know about the customer and market is likely to be more wrong than right...the customer rarely buys what the business thinks it sells him."Peter Drucker
"The real success story of branding in recent decades has been the way in which companies have used their brands to turn the satisfaction of complex and even spiritual needs into commercial transactions."
-Simon Anholt
"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen."
-Bill Bernbach
"Market research can establish beyond the shadow of a doubt that the egg is a sad and sorry product and that it obviously will not continue to sell. Because after all, eggs won't stand up by themselves, they roll too easily, are too easily broken, require special packaging, look alike, are difficult to open, won't stack on the shelf."
-Robert Pliskin
"Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets."
-Al Ries
"Your most unhappy customers are your greatest source of learning."
-Bill Gates
"You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer."
-Bill Bernbach
"We are what we repeatedly do.Excellence, then, is not an act, but a habit."
-Aristotle
"There is nothing more difficult to carry out, nor more doubtful of success than to initiate a new order of things. For the reformer has enemies in all those who profit by the old order."
-Niccolo Machiavelli
"Any damn fool can put on a deal but it takes genius, faith, and perseverance to create a brand."
- David Ogilvy
"The secret to our enduring brand lies in delivering an experience rather than just a collection of products and services."
-Harley-Davidson annual report
"Positioning is not about finding what the market wants you to be, but about finding out what you are and owning that space."
-F. Byron Nahser
"The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands."
-Fortune Magazine
"We don't ask consumers what they want. They don't know. Instead we apply our brain power to what they need, and will want, and make sure we're there, ready."
-Akio MoritaSony Corporation
"Quality is remembered long after the price is forgotten".
-Gucci family motto
"Have regard for your name, since it will remain for you longer than a great store of gold".
-The ApocryphaEcclesiasticus 41:12
"The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands."
-Fortune Magazine
"What's the reason to trust a company in a new country or in a new business it knows nothing about? My god, it's the brand."
-Laurel Cutler
"You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."
-Bill Benbach
"Standing in the middle of the road is very dangerous; you get knocked down by traffic from both sides."
-Margaret Thatcher
"Think small and act small, and we'll get bigger. Think big and act big, and we'll get smaller."
-Herb Kelleher
"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change".
-Charles Darwin
"…in the factory we make cosmetics, in the store we sell hope." Charles Revlon
"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."
-David Ogilvy(Confessions of an Advertising Man)
"Managing brands is going to be more and more about trying to manage everything that your company does."
-Lee Clow
"Behind good brands lie stakeholder companies."
-Will Hutton
"Never give in - never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honour and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy.'' Winston Churchill
"Simplicity is all. Simple logic, simple arguments, simple visual images. If you can't reduce your argument to a few crisp words and phrases, there's something wrong with your argument. There's nothing long-winded about 'Liberté, égalité, fraternité'." Maurice SaatchiM&C Saatchi
"We all know that the Disney brand is our most valuable asset. It is the sum total of our seventy-five years in business, of our reputation, of everything that we stand for."
- Michael Eisner,Chairman and Chief Executive, Disney
"Really strong brands are the ones that havedone all my thinking for me."
-Marieke van der WerfFounder, New Moon communications agency
"A business that makes nothing but money is a poor kind of business."
-Henry Ford
"The product that will not sell without advertising will not sell profitably with advertising."
-Albert Lasker
"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." David Ogilvy
"If I had thought about it, I wouldn't have done the experiment. The literature was full of examples that said you can't do this."
-(On the work that led to the unique adhesives for 3-M 'Post-It' Notepads.) Spencer Silver
"Knowledge is a process of piling up facts;wisdom lies in their simplification."
-Alexander Graham Bell
"The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position."Al Ries & Jack Trout(Positioning: The Battle for your Mind)
"To swear off making mistakes is very easy. All you have to do is swear off having ideas. "
-Leo Burnett
"Looking at small advantages preventsgreat affairs from being accomplished."
-Confucius
"Normally, I am not a betting man but on one thing I've bet more than US$18 billion in the last three years - my belief that the future of consumer goods marketing belongs to the companies with the strongest brands."
-Hamish Maxwell, Phillip Morris
"Advertising promotes that divine discontent which makes people strive to improve their economic status."
-Ralph S. Butler
"Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniels. Ask them what they prefer. They'll think the two drinks are different. They are testing images."
-David Ogilvy, Ogilvy on Advertising
"In times of change, learners inherit the Earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists."
-Anon
"You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull ... When you advertise fire-extinguishers, open with the fire."
-David Ogilvy
"Doing business without advertising is like winking at a girl in the dark. You know what you're doing, but nobody else does."
-Stuart H. Britt
"If your marketing is not delivering consumers to the cash register with their wallets in their hands to buy your product, don't do it."
-Sergio Zyman
posted by Vivek Hattangadi | 4:49 AM
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