John Quelch Quotes

My background is that I've spent a lot of time marketing entertainment. One of the old saws in package goods is you can take something that is popular and you can make it more popular. But if you take something less popular, you can't automatically market it into the same success as something that's already popular.

Most entertainment is trying to get you. It's tested, like toothpaste.

I love market research because you really have an idea of what your consumers are looking for.

Consumer habits are key to understanding how to launch a product.

I'm all for it. In these days, regional marketing is the only way to survive.

Never, never try to scope the market.

Leverage your brand. You shouldn't let two guys in a garage eat your shorts.

When you start losing market share, it's really tough to gain it back; you need the product portfolio and presence in many markets.

What the results are telling them is that the most money is spent in volume by young people. They also see young people as the consumers of tomorrow and are trying to capture their attention from their competitors.

Advertising is the principal reason why the business man has come to inherit the earth.

We have built brands that resonate deeply with our customers. Our strategy to grow these brands is clear, and we have strong teams in place to execute this strategy. That is our formula for success.

If you don't like an ad, why should anybody else?... We're all consumers... That's why I always create commercials for myself first of all. I am the consumer I know best. If I think it's a great commercial, I figure the rest of the people might think so, too. I haven't been wrong so far.

You need to make certain decisions to expand your market.

I believe in emotional branding.

It's always about mindshare, not market share.

It is important to exhaust the potential of existing markets. But it is equally important to open up new markets.

VW's future is increasingly being decided in China, Russia, India, the Americas and Southeast Asia. This is where we will generate most of our growth in future.

Advertising is a very fundamental need, so I don't think it's going to go away.

Brand loyalty starts in the cradle and ends in the grave, as I wrote in my first book, 'Branded: The Buying and Selling of Teenagers.'

When a market isn't in transition, gaining market share is hard - you're fighting to take one or two points of share from competitors.

I understand the concept of advertising. It makes sense. Companies want to reach customers with information about their products. It's a completely legitimate and valuable notion.

I've never had the experience of 10 years at Unilever and five years at Coca Cola. But I'm not the marketing director who only wants 25 per cent a year on the revenues. In the old days, you sold something, and you would be happy. At Ajax, we thought we needed more from that than selling a seat and making five grand.

Instagram, Swiffer, and Nest had to compete with consumer habits and perceptions. Breakout products face competition from the formidable inertia powering the status quo.

If you want to be a national brand, damn act like it.

You can understand so much about how consumers perceive a brand by analyzing their spontaneous, subconscious responses.