Saul Bass Quotes

To me, a 'brand' sounds evil.

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

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

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.

Corporate identity deals with how a company is perceived. When you're working for a company, you try to determine what the optimum perception of them should be and develop a set of objectives that often take the form of reinforcing what's there that's perceived to be desirable and finding a way of dealing with misperceptions.

I do think brands are like people.

Your brand is what people say about you when you're not in the room

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

Your company's most valuable asset is how it is known to its customers.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

I hate to say 'chain restaurant,' but we're sort of a corporation now. How do we defy that concept, where people assume each restaurant can't be good?

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

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.

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

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.

This is what Steve Jobs understood: Brands are defined not by the best thing on the product but by the worst thing.

You just have to make sure the model you're working on does not undersell your product.

The company was ready to close its doors; there was real financial distress. But on the other side, there was high brand awareness, but that was negative because Puma was perceived as low-priced. It had lost its cachet. It was a well-known brand without a presence.

The outside perception and inside perception of Microsoft are so different. The view of Microsoft inside Microsoft is always kind of an underdog thing.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.

I'm a massive believer in brands. Silicon Valley has tried to reprogram everybody to think brands aren't valuable. Or theirs are, but yours aren't.

An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.

I am so disappointed in Apple. I don't even use an iPhone anymore. Their marketing sucks. It's embarrassing. It's just garbage.

I've met people who didn't even know there was a Calvin Klein; they thought it was just the name of a product.