Caroline Leavitt Quotes

We could be the biggest pantyhose seller in America, but we don't want to weaken the link in shoppers' minds between Home Depot and do-it-yourself projects.

True, the name of the product wasn't so great. Kindle? It was cute and sinister at the same time - worse than Edsel, or Probe, or Microsoft's Bob. But one forgives a bad name. One even comes to be fond of a bad name, if the product itself is delightful.

Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.

We wanted people to remember the name as soon as they heard it. When people become so accustomed to the Wii name, nobody is going to say it's a strange name, just like nobody is going to say that Google is a strange name or IKEA is a strange name today.

Don't try to change the package more than you try and change the product.

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

Our milk chocolate is very chocolaty. In fact, we don't call it milk chocolate - we call it milky chocolate.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

Branding in electric mobility is critical, but I think what Tesla has also demonstrated is that you can build new brands.

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

I want to get a job naming kitchen appliances. That seems easy; refrigerator, toaster, blender. You just say what the thing does and add "er".

There's so much more work that goes into developing a makeup line than one would imagine. Personally, I like to be involved in the entire creative process - everything from art direction, collection concepts, formula testing, packaging artwork, to naming the shades and also the marketing side of things.

A brand that stands for what all brands stand for stands for nothing much.

Trump's act of construction is not building a building. It is building the meaning of the name "Trump." Because his revenue really comes from selling his name to people who do actually build things. They pay enormous sums of money for the supposed privilege of being associated with the name Trump or the name Ivanka, because of that image construction. That's why it seemed like a good idea for Trump to run for president in the first place.

Being branded to some subset of your fans is important when it comes to creating films and characters they're not familiar with. It's enormously difficult to market to a global audience, and it's becoming more difficult. A brand matters to parents, whereas kids are largely driven by their urgent reaction to the product. In the future, where there are going to be choices that have to be made by parents because it will be prohibitively expensive to access everything, those will be driven partially by brand.

You can stick a BMW badge on a dead cat - and people would still buy it.

Ever wonder about those people who spend $2 apiece on those little bottles of Evian water? Try spelling Evian backward.

The power of branding, particularly when it comes to automobiles, is overwhelming. You go back to the seventies and eighties with the General Motor situation I was describing? Literally, folks, the Camaro and Firebird were identical cars but you'd so have the Firebird buyers, the Pontiacs, "No way I'm I buying that Camaro!" " It's the same car." "Nooooo, it is not. That is a Chevy and mine is a Pontiac."

When I die and go to hell, the devil is going to make me the marketing director for a cola company. I’ll be in charge of trying to sell a product that no one needs, is identical to its competition, and can’t be sold on its merits. I’d be competing head-on in the cola wars, on price, distribution, advertising, and promotion, which would indeed be hell for me. Remember, I’m the kid who couldn’t play competitive games. I’d much rather design and sell products so good and unique that they have no competition.

Marketing is the way your people answer the phone, the typesetting on your bills and your return policy.

Calvin Klein and Gloria Vanderbilt don't wear clothes with your name on it, so why should you wear their name?

Advertising is a symbol-manipulating occupation

'Branding' has taken on too much of a role as a specialized craft performed by voodoo artists.

A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.