Quotes About Branding

Graphic tees are vibes. And I think they're the basis of a lot of wardrobes, but that makes it challenging to distill what you're brand means within a T-shirt.

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'

At first, Uniqlo was a casual chain on the back streets of Hiroshima. Then... we became a national brand in Japan. So, the next step is to become a global brand.

As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few years of decline before they are able to reinvent themselves.

I think you should always have a big team behind you if you are a big brand because it makes you think big.

In 2003, Travelex acquired Thomas Cook Financial Services. We only had use of the Thomas Cook name for five years, so I had to increase public awareness of Travelex to migrate all Cook operations over to it. It was a success.

A company like Nike can convince people to buy Air Jordans even though they never saw Michael Jordan play.

My thought process was: We had decided to become a B2C company and build the UTV brand and we couldn't be that as a TV producer or ad film-maker or doing in-flight programmes.

One thing that hasn't changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we're already familiar with the advertiser in question and have a positive opinion of them.

Every experience you give a journalist or potential customer must explain why you are different and incorporate a clear call to action.

In the marketplace, design is your greatest differentiator once everything becomes comparable in terms of technology and quality.

This use of advertising - to add a subjective value to the product - becomes increasingly important as the trends in our technology lead to competing products becoming more and more the same.

With technology today, companies are less in control of their brand

I don't think people buy technology products because of the personalities of the people behind them.

If you really think about it, when watching television, you have product placement all the time.

We drink the can, not the beverage.

All marketers are storytellers. Only the losers are liars.

The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don't have enough time and money to build a brand for everyone. You can't. Don't try. Be specific. Be very specific.

Differentiation is a zero-sum, advertising-based game.

You need editors, not brand managers,who will push the envelope to make [a brand media property] go forward.

Ben & Jerry's avoided temptation for years. If they didn't have a super-cool flavor or a great promotional idea, they did nothing. Yes to free ice cream once a year at every scoop shop, but no to 5 percent off any pint this week at your local store.

Low price is the last refuge of a marketer who has run out of generous ideas.

Tiffany's blue box is a slogan without words. It stands for elegance and packaging and quality and "price is no object.

Before a marketer can build trust, it must breed familiarity. But there's no familiarity without awareness. And awareness—the science of letting people know you exist and getting them to understand your message—can't happen effectively in today's environment without advertising.