“To get into the consumer’s mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.” – Al Ries & Laura Ries Sponsored By: Brand Aid
“It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth.” – Harry Beckwith Sponsored By: Brand Aid
"The trouble with marketing theorists, with all their triangles and flow charts, is not that they are wrong. They just make sense of what good marketing does instinctively but after the fact. It is instinctive marketing – marketing which is based on your beliefs and your values – that makes the biggest impact. The impression that the ‘after-the-fact marketing science’ gives us is that in fact these things are unimportant, but at the end of...
"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." - David Ogilvy Sponsored By: Brand Aid
"Today, if orders don't make money, we don't want them. And how do you boost profit margin? Branding, both at home and overseas. If you have a brand, you can make money. If you don't have a brand, all is nothing. Global brands are a language that consumers can understand." - Zhang Ruimin, Chairman, Haier Group Sponsored By: Brand Aid
