When a brand starts expanding into other categories, it needs a proposition that people will pay attention to.
Brian Collins, Chief Creative Officer – Collins
Category: Quotes
Successful marketing must not be too rational because, as in military strategy, it depends on surprise.
Ian Leslie, brand strategist
Customers are the voters. They can make a brand or destroy it by a shift in their purchases.
Philip Kotler, the father of modern marketing
You don’t need a digital strategy. You need a better strategy, enabled by digital.
George Westerman, principal research scientist – MIT Initiative on the Digital Economy
Ordinary is the enemy
Andy Weir, founder of agency ‘Born + Raised’
How customers perceive you is dependent upon how they perceive your rivals
“My total impression of any brand is made up of my experience of using it and whatever I have received, digested and accepted from the communications about it. Perhaps most important, my view of a brand’s personality depends on my impression of its competitors. Everything is relative…
How much our brand will appeal to people will depend on its relationships with competitors. This means that advertising [or other marketing communication] objectives must always be set in terms of: the changes desired in our brand; and comparison with other brands.”
JWT Planning Guide
Brand advertising… makes things sellable, rather than selling things directly.
Faris Yakob, Founder – Genius Steals
If your marketing communications don’t make people feel, they’re not optimal
“We know that when people feel emotionally connected to a brand they are 52% more valuable (Harvard Business Review) – they create more profit for companies. It’s no surprise – making someone feel ignites their brain and earns you a small corner of their memory, which in turn drives their behaviour.
Making people feel – it’s essentially our safest marketing strategy.”
Out of mind, out of business
Al Ries & Jack Trout, founders of positioning theory
If you don’t have a point of difference, you’d better have a low price.
Jack Trout, brand expert
Bite-Sized Marcomms 