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
Category: Quotes
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
Do it better or do it different
Michael Porter, the godfather of modern marketing
A blistering perspective on agile marketing
“Brands need discipline. They need strategy. They need focus. They need to deliver. What they don’t need is a bunch of mercurial horseshit about being agile, which – let’s be honest – essentially means they bin the strategy and head in whatever direction the wind happens to be blowing at that moment. Most marketers need less agility, not more. They need to stick to the fucking plan. Or, in most cases, actually spend time building a plan to stick to.”
Professor Mark Ritson, via Marketing Week
Bite-Sized Marcomms 