Quotes About Branding

In a matter of months, the Canadian physician developed a distinctive process for making illuminating gas from bitumen with coal oil as an intermediary. When he applied for a Nova Scotia patent on his process in June 1849, he used the patent to protect his products' brand names as well, calling them kerosene and kerosene gas (from keros, Greek for "wax," and -ene to associate the new products with familiar camphene).

Aber nachdem so viele auf dieselbe Art gebrandmarkt worden waren, wurde es zum Symbol eines guten Charaktern. Ein Ehrenzeichen. Ja.

The power of publicity is more important than advertising.

In today's world, America's soft power is commonly thought to reside in the global popularity of Hollywood movies, Coca-Cola, McDonald's and Starbucks.

Advertising becomes a dialogue that becomes an invitation to a relationship.

A distinctive appearance and a simple set of characteristics lead to an extremely flexible brand. (pg. 38)

She could see the words Calvin Klein against the brown hair on the small of his back and it occurred to her that this was probably not at all what Calvin Klein had in mind.

Advertising is only evil when it advertises evil things.

A good advertisement is one which sells the product without drawing attention to itself.

I do not regard advertising as entertainment or an art form, but as a medium of information.

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

Whenever you can, make the product itself the hero of your advertising. If you think the product too dull, I have news for you: there are no dull products, only dull writers.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

First, study the product you are going to advertise. The more you know about it, the more likely you are to come up with a big idea for selling it.

If it doesn't sell, it isn't creative.

It pays to give most products an image of quality – a First Class ticket. This is particularly true of products whose brand-name is visible to your friends, like beer, cigarettes and automobiles: products you 'wear.' If

Sales are a function of product-value and advertising. Promotions cannot produce more than a temporary kink in the sales curve.

Whatever you do, for goodness sake, don't change the name of your corporation to initials.

I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.

It follows that your advertising should consistently project the same image, year after year. This is difficult to achieve, because there are always forces at work to change the advertising

Take whiskey. Why do some people chose Jack Daniel's, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don't make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn't the whiskey they choose, it's the image. The brand image is 90 per cent of what the distiller has to sell. Researchers

If it doesn't sell, it isn't creative.

It isn't the whiskey they choose, it's the image.

Il marketing è troppo importante per essere lasciato al dipartimento marketing.