Branding Strategy Insider

BrandQuote - June 7

“The crucial ingredient in the success of any brand is its claim to authenticity.”

            - Al Reis and Laura Reis, from The 22 Immutable Laws of BRANDING

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BrandQuote - March 1

"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."

                                        -  David Ogilvy

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BrandQuote - February 7

"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment."
                                      -  Scott Talgo

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BrandQuote - December 14

"The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, 'I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.'"

                            - Jack Trout/Mark Twain

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BrandQuote - September 28

“Marketing is too important to be left to the marketing department”

            -David Packard, Hewlett-Packard

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BrandQuote - September 8

"The philosophy behind much advertising is based on the old observation that every man is really two men -- the man he is and the man he wants to be."

                  - William Feather

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BrandQuote - August 8

"The most powerful element in advertising is the truth."
          
                   - Bill Bernbach, Advertising Legend

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BrandQuote - June 15

“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, behaviours, priorities, etc.”

Alan Mitchell, “Out of the Shadows” Journal of Marketing Management 15, No. 1-3, January-April 1999: 25-42

Sponsored By: Brand Aid

BrandQuote - June 8

"Customers buy for their reasons, not yours."

            - Orvel Ray Wilson

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BrandQuote - June 1

“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”

- Jack Trout and Al Ries in the marketing classic Positioning: The Battle for Your Mind

Sponsored By: Brand Aid