Primo Angeli Quotes

There's definitely an obstacle in developing a brand for yourself that people can rely on when you're so eclectic.

Part of an icon's power comes from its indivisibility. The swoosh cannot be further deconstructed into its component parts. Just as golden arches mean McDonald's, and the little red tab means Levi's, the swoosh is Nike. The product is its icon, inseparably and without exception. To buy a pair of Nike shoes is to buy the Nike swoosh.

If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.

I do feel strongly that we have got to do a little brand-positioning work. Wouldn't it be great to have something that everybody could say: 'Yep, that's Chicago.'

Sometimes all the 'marketing' insight in the world can't move a client, but the creation of a truly great brand name can become a billion-dollar idea!

The whole point of corporate mascots is to be distinctive. No one in his right mind would ever confuse the Hamburglar with Mayor McCheese.

I suppose Virgin is an unusual brand in that I suspect we're the only 'way of life' brand in the world. We're one of maybe the top 30 best known brands in the world, yet if you look at the other 29, they all specialize in one area. Whether it's Google, Coca-Cola, Microsoft, etc., they all generally specialize in one area.

You have to do what's best for the brand.

Great brands are meant to be great aggregators.

We feel a brand should be free.

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

You can't back-engineer a brand.

A corporation trademark represents a total program for a company. A good symbol will implement its products. Normally such a symbol will be around for an indefinite future 10, 20, 30 years or more.

The minute you can be predicted, as a brand, you've got a problem.

As a consumer, you want to associate with brands whose powerful presence creates a halo effect that rubs off on you.

It's the power of the brand. We've never formally advertised.

The most dangerous thing for a branded product is low interest.

I think I am one of the smallest surviving brands.

The keys to brand success are self-definition, transparency, authenticity and accountability.

As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float - and at the speed industries move at today, brands sink fast.

What drew me to this job is that Univision is a brand unlike any other in all of media. Univision has the highest brand affinity of any brand, and that includes Microsoft and Apple and some of the iconic brands in all of industry.

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.

Branding experts believe that just because they have rethought a company's image or name, the rest of us will automatically fall in line.

Most brands started from a strong base and kept a strong belief.

I think it takes 30 years to build a luxury brand.