“If you can, be first. If you can’t be first, create a new category in which you can be first.” – Al Ries & Jack Trout
“Consumers build an image [of a brand] as birds build nests. From the scraps and straws they chance upon.” – Jeremy Bullmore
“A brand should strive to own a word in the mind of the consumer.” – Al Reis and Laura Reis
“A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” – Stephen King, WPP Group, London
“Ordinary people can spread good and bad information about brands faster than marketers.” – Ray Johnson
“The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.” – Richard Branson
“We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer… But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” – Steve Jobs
“I have a BMW. But only because BMW stands for Bob Marley and The Wailers, and not because I need an expensive car.” – Bob Marley
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos
“A business based on brand is, very simply, a business primed for success.” – David F. D’Alessandro
“It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth.” – Harry Beckwith
“Your premium brand had better be delivering something special, or it’s not going to get the business. – Warren Buffett
“A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” – Scott Talgo
“Ordinary people can spread good and bad information about brands faster than marketers.” – Ray Johnson
“It is a pretty recognizable brand name. Originally it was “Jerry’s Guide to the World Wide Web” but we settled on “Yahoo”.” – Jerry Yang
“Customers must recognize that you stand for something.” – Howard Schultz
“A brand is a set of differentiating promises that link a product to its customers.”- Stuart Agres
“The stronger the dialog, the stronger the brand; the weaker the dialog, the weaker the brand.” – Larry Webber
“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.” – David Ogilvy
“I’ve always thought that a name says a lot about a person. So naturally, being named Howard, I always wanted to crawl into a hole.” – Howard Stern
“Our success is a direct result of knowing how to market a brand and having the right people representing the brand.” – Greg Norman
“A brand is a set of differentiating promises that link a product to its customers.” – Stuart Agres
“To uncover hidden category needs, don’t ask ‘How can I differentiate my brand from its competition?’ but rather ask ‘What are the unmet needs that no brand is addressing?’” – Janine Keogh
“Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine.” – Sergey Brin