Daniel J. Boorstin Quotes

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.

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.

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.

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

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

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 do think brands are like people.

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

To me, a 'brand' sounds evil.

Your priority has to be the creativity - and build a brand. That's what everybody did - Balenciaga, Dior, Saint Laurent. That's the smart thing to do.

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

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.

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.

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.

A great trademark is appropriate, dynamic, distinctive, memorable and unique.

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.

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.'

I believe in emotional branding.

It helps to look at branding as a challenge that entrepreneurs spend years perfecting.

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

I can't imagine trying to operate a company banking on the fact that my logo is cooler than somebody else's logo.

We don't use the trademark to market anything. It's our identity.

I take my brand very seriously.

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.