Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
I don't spend on expensive brands. I don't need foreign holidays.
The Internet is the ultimate in brand-centered buying.
Brands must make use of the inclination of consumers to be persuaded by friends.
The reality is that a brand can no longer afford to be "friends with everyone. "
The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
Beginning with brand rather than substance is dangerous.
We'll continue to see more and more brands integrate social causes, charitable components and environmental issues as underlying themes to their campaigns and messaging. Humans connect with humans after all, and brands are using this as a point of connection to engage with their audience, especially charity-minded Generation Y.
A brand is simply trust.
There are brands out there, plus-size brands, that all they want to do is sell their clothes and be done.
Working in the context of ultra-famous brands like Dior and Vuitton, creative spirits are always going to feel reined in. It's important that they are free to develop ideas. And rather than detracting from the principal job, it reinforces it. I think of that money as venture capital. It's not a big investment.
When brands talk about themselves in real time, it’s just boring faster.
They can buy whatever brand they want. We will supply the finance.
Whatever you and your team decide your new brand will stand for, deliver on that promise. That's the only way you'll ever control your brand. And beware: brands always mean something. If you don't define what the brand means, your competitors will.
I don't recognize this new brand of Republicanism that's afoot now, which I consider to be very reactionary, not conservative in many respects.
Brands need to reinvent themselves from time to time to stay relevant.
To me, the AMC brand is great storytelling - they call it slow-burn storytelling.
We are no doubt in the Great Age of the Brand.
I think the key is that you come out with products which are embracing and true to the brand.
I feel as a brand I'm here to be around for a long time.