Lisa Gansky Quotes

No one is going to understand your brand better than you.

If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'

Anyone can replicate a product. There are lots of brilliant minds out there that know how to code, but there's unique DNA to a brand. You cannot have a brand without people. That is the most important asset you will ever have.

By far, the most determining factor of any brand is the product or the service the company produces. Branding companies have very rarely any significant influence on that, but it is, of course, in their interest to amplify their importance.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

Storytelling is the game. It's what we all do. It's why Nike is Nike, it's why Apple is Apple, it's why Walt Disney built Disney World and it's why Vince McMahon makes a billion dollars.

Today brands are everything, and all kinds of products and services - from accounting firms to sneaker makers to restaurants - are figuring out how to transcend the narrow boundaries of their categories and become a brand surrounded by a Tommy Hilfiger-like buzz.

Brands are useful ways of short-handing practically anything - look at the way Tom Wolfe first used brand name lists to sharpen up a character and a situation. Look at the most brand-referenced novel, Bret Easton Ellis's 'Glamorama.'

The campaigns and the models in them create the fantasy around the brand. It has always been about having strong images. Without that, we could not have gone into all the categories we did. It really has been the foundation from where the house of Guess was built.

The experience that a publication creates for its audience is the very essence of that publication's brand - and without deep engagement, that publication's brand will be weak. A good publication is a convener and an arbiter - it expresses a core narrative that becomes a badge of sorts for its readership.

When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals.

I believe in emotional branding.

You are as good as your product. When you are used and loved by everyone, your brand equity is high. When you are not, you're not.

Brands are about editing.

Every great brand is like a great story.

I think every business, really, has a unique reason for being, unique assets, unique attributes, a unique history. And that can be turned into a very attractive design story, essentially, that consumers can relate to.

In a marketplace where it's so easy to produce products, where your competitors can essentially match you on the product itself, you need to have something else. You need to have an added value, and that added value is the identity, the idea behind your brand.

What we have wanted to do is build an amazing brand experience and an amazing way that people can engage with the brand.

I firmly believe brand stories are complex and multilayer.

It's important for me to create a brand because branding allows me to create a lifestyle that goes beyond track & field. It also lets my fans and followers get a better picture of who I am as a person, my interests and my passions.

We don't want to just put logos on somebody's devices. It needs to feel like Nokia, what Nokia was known for.

You look at the Rolling Stones. It had the lips, the logo and the style. You look at Jay-Z, who I think is probably the smartest brand marketer I've ever met. These people understand the core of what their brand is and what their fans want.

You can't back-engineer a brand.

A brand is simply a set of beliefs. And if you don't create a set of beliefs around your products or services, well, you stand for nothing - you have no values and no vision.

One of my mentors schooled me on branding before it was a cliche term in the game.