Quotes About Branding

I guess I have to believe that the best marketing tool is still a good song. And that it's probably better that I put my time into writing one of those than learning how to do social media properly.

Companies with pronounceable names do better than others for the first week after the stock is issued

A lot of beginners in business think of marketing merely as selling.

"Don't Kid Yourself" would be the greatest brand name for birth control pills.

Without any clear product difference, Lever could not dislodge Ivory, and ultimately withdrew from the market.

Unlike brand-building activities, most sales promotions are easily copied. In fact, competitors must retaliate or suffer unacceptable losses.

The marketing effort (and the effort to create and maintain equity) was diffused and uncoordinated, and lacked a budget commitment. The solution, creating a brand management team responsible for the marketing program and its coordination with sales and manufacturing, was a key event in the history of branding.

Without question the key to the success of P&G is its commitment to the development of brand equity, the brand management system that supports it, and the ongoing investment in marketing that sustains it.

the development of brand equity can create associations that can drive market positions, persist over long time periods, and be capable of resisting aggressive competitors. However, it can also involve an initial and ongoing investment which can be substantial and will not necessarily result in short-term profits. Payoffs, when they come, can involve decades. Thus, management of brand equity is difficult, requiring patience and vision.

Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.

This book shows how to apply the power of storytelling to strategic messaging in the age of social media.

Unless your brand is one of these exceptions, it needs energy! That energy can come from new products—provided, of course, that your business is blessed with truly original and different products that are meaningful to people's lifestyles and passions.

Marketing is a battle of perceptions, not products.

The single most wasteful thing you can do in marketing is try to change a mind.

Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away.

With a name like Smucker's, it has to be good." Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker's is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won't have a chance in the marketplace.

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any

successful positioning requires consistency. You must keep at it year after year.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil

The primary objective of a branding program is never the market for the product or service. The primary objective of a branding program is always the mind of the prospect. The mind comes first; the market follows where the mind leads.

What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

All these corporations don't want their drivers to ruin their image, so you can't say what you think. You're basically not allowed to have a personality. How can you have any heroes if you don't allow personalities?

I'm Phil Knight, and I don't believe in advertising.