BrandQuotes - Page 2 of 11 - Branding Strategy Insider

Meaningful quotes from the world’s leading experts on brand strategy and brand management.

“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

“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

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