Meaningful Brand Quotes
“We are no doubt in the Great Age of the Brand.”
Tom Peters
“In a competitive world, organizations are realizing that only people can brand products or services —that we are not just selling a branded product but a mass of branded people
who support and deliver.”
Helena Rubenstein, Managing Director, The HR Lab, UK
“If this business were split up, I would give you the land and bricks and mortar, and I would take the brand, and I would fare better than you.”
John Stuart, former CEO of Quaker Oats
“Marketing is too important to be left to the marketing department”
David Packard, Hewlett-Packard
“Companies with strong brands therefore have a few enormous advantages in the marketplace: 1) The very best people want to work for them. 2) Their brands help their employees focus and make decisions. 3) Their brands motivate their employees to do more than they otherwise would have believed they could.”
David F. D’Alessandro, Brand Warfare
“Your brand is created out of customer contact and the experience your customers have of you.”
Stellos Haji-Ioannou, CEO, EasyGroup
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos, CEO, Amazon.com
“A brand is no longer defined only by advertising-driven perception. Rather it is defined by the customer’s experience in buying the product; satisfaction in using the product; and the services wrapped around the product with positive consequences.”
Andrew Cohen, Founder, Exposed Brick
“The music industry is a strange combination of having real and intangible assets: pop bands are brand names in themselves, and at a given stage in their careers their name alone can practically guarantee hit records.”
Richard Branson, CEO, Virgin Records
“Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine.”
Sergey Brin, President of Technology, Google
“Your premium brand had better be delivering something special, or it’s not going to get the business.”
Warren Buffett
Brand identity feelings are primarily unconscious. Estimated to be as much as 95%
below conscious awareness, these feelings and judgments operate very quickly - much more
quickly than conscious evaluation.
Janelle Barlow and Paul Stewart, Branded Customer Service
“A well informed employee, that understands the organizations brand, is the best salesperson a company can have.”
Bob Branson, Montana Brand Development
“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.”
Peter Drucker
“I’ve always thought that a name says a lot about a person. So naturally, being named Howard, I always wanted to crawl into a hole.”
Howard Stern
“I’ve never lived in a building without my name on it.”
Ivanka Trump
“Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.”
Edwin Artzt, CEO, Proctor and Gamble
“A brand is a set of differentiating promises that link a product to its customers.”
Stuart Agres
“A house of brands is like a family, each needs a role and a relationship to others.”
Jeffrey Sinclair
“A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.”
Scott Talgo, Chief Strategy Officer. Hayes Roth
“Products are made in the factory, but brands are created in the mind.”
Walter Landor, (1913–1995) brand visionary for Coca-Cola, Levi's, Kellogg's, GE, Fuji Film, Saturn, Miller Lite, 20th Century Fox, Philip Morris, 3M, the World Wildlife Fund, Wells Fargo Bank, Dole Foods, Del Monte, Safeway Stores and Bank of America
“A brand should strive to own a word in the mind of the consumer.”
Al Reis and Laura Reis, authors, The origin of Brands
“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.”
Daniel J. Boorstin, American historian, professor, attorney, and writer. Served as the U.S. Librarian of Congress
“Create your own visual style... let it be unique for yourself and yet identifiable for others.”
Orson Welles
“Consumers build an image [of a brand] as birds build nests. From the scraps and straws they chance upon.”
Jeremy Bullmore, columnist and author
“Ordinary people can spread good and bad information about brands faster than marketers.”
Ray Johnson
“A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique.
A product can be quickly outdated; a successful brand is timeless.”
Stephen King, WPP Group, London
“A business based on brand is, very simply, a business primed for success.”
David F. D’Alessandro, Brand Warfare
“A great brand stays that way in part because it has no tolerance for anything – or anyone – who threatens the reputation of the enterprise.”
David F. D’Alessandro, Brand Warfare
“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, Brand Warfare
“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.”
Kerry Light, Brand Strategist
“Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.”
Al Ries & Laura Ries - 22 Immutable Laws of Branding
“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.”
Justine Meaux, a research scientist for the BrightHouse Institute
“Branding is identifying or creating, and then exploiting, sustainable competitive advantage.”
Ron Gossen & Alisha Gresham in Brand Papers
‘The birth of a brand is achieved with publicity, not advertising.’
Al Ries & Laura Ries
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 feelings - and feelings alone - that account for the success of the Virgin brand in all of its myriad forms.”
Richard Branson
“It is a pretty recognizable brand name. Originally it was “Jerry’s Guide to the World Wide Web” but we settled on “Yahoo”.”
Jerry Yang
“A brand is a set of differentiating promises that link a product to its customers.”
Stuart Agres
“The stronger the dialog, the stronger the brand; the weaker the dialog, the weaker the brand.”
Larry Webber, CEO W2 Group
“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”
David Ogilvy, called “The Father of Advertising
“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.”
Scott Bedbury, Nike, Starbucks
“To get into the consumer’s mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.”
Laura Ries
“Today, if orders don’t make money, we don’t want them. And how do you boost profit margin? Branding, both at home and overseas. If you have a brand, you can make money. If you don’t have a brand, all is nothing. Global brands are a language that consumers can understand.”
Zhang Ruimin, Chairman, Haier Group
“A brand is the personification of a product, service or even entire company. Like any person, a brand has a physical “body”: in P&G’s case, the products and/or services it provides. Also, like a person, a brand has a name, a personality, character and a reputation. Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend, or merely an acquaintance. You can view it as dependable or undependable; principled or opportunistic; caring or capricious. Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others. Also, like a person, a brand must mature and change its product over time. But, its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life. People have character … so do brands. A person’s character flows from his or her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient. You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad. The same is true of brands.”
Robert T. Blanchard of Procter & Gamble in his 1999 “Parting Essay”
“Advertising is a tax for having an unremarkable product.”
Robert Stephens, Founder and “Chief Inspector” of the Geek Squad
“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.”
Alan Mitchell, “Out of the Shadows” Journal of Marketing Management
“Companies can boost profits by 75-100% by retaining as few as 5% of their current customers.”
Harvard Business Review
“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.”
Kerry Light, Brand Strategist
“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 pour an extra strong lager, I am handsome, I say, as I put on my Levi jeans”
John Kay
“We view the experience of a Krispy Kreme store (where customers watch their donuts being baked behind glass) as the defining element of the brand”
Scott Livengood, CEO, Krispy Kreme
“Companies have to wake up to the fact that they are more than a product on a shelf. They're behavior as well.”
Robert Haas Of Levi Strauss
“A brand is a set of differentiating promises that link a product to its customers.”
Stuart Agres, Young & Rubicam
“A brand name is more than a word. It is the beginning of a conversation.”
Lexicon
“Consumers know how to ‘connect’ with a brand that has character, they know what it stands for and they also know what it’s not trying to be.”
Mark Kingsbury, Research International
“Managing brands is going to be more and more about trying to manage everything
that your company does.”
Lee Clow, Chairman & Chief Creative Officer TBWA Worldwide