Great Quotes on Branding

“A brand is not aproduct.  It is the sum total of everything a company does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.”
- Scott Bedbury, Formerly of Nike and Starbucks 

"A brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation and the way it is advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience."
- David Ogilvy, Ogilvy & Mather 

“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures"
- Michael Eisner, Former CEO Disney 

“A brand should strive to own a word in the mind of the consumer.”
“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  

“I think that if you’re really using the Internet effectively, you’re going to figure out how your brand relates to the individual which is not something that has been a tremendous issue in branding in the past because it has been a one-to-many kind of marketing message outward.”
- Terri Holbrooke, Ziff-Davis

<< Back to main