Hilary Mason Quotes

Eventually the consumer will come to appreciate the editorial point of view of every different brand. User-generated content without editorial oversight will simply be background noise.

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

Any brand in the world wants to make desirable product. But we don't shove it down people's throats.

My focus has always been on connecting with consumers in a meaningful way.

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.

But I really believe that when you give people authentic identity, which is what Facebook does, and you can be your real self and connect with real people online, things will change.

Today, when you're marketing a brand, you can't try to appeal to everybody. You should speak to a group of people and create them as loyalists.

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

We tend to become social core groups, whatever our similar interest and background where we came through. It tends to be a filter through which people see themselves. It can be all different ethnicities. They can see themselves as San Franciscans, or Warriors fans. You want to build a tribe of viral advocates for that team.

Viral videos aren't just about being funny. They're about identity creation.

We're not going to pierce everything that we have and paint our faces trying to get a different market. We'll grow with our audience. We're just going to keep doing what we do.

The best way in the world to advertise is to get somebody else to run around with the name of your product on their person or showing it around somewhere and not only that but they're paying for it.

The only one that seems to be able to hold the business is Disney. They do it is because they have a fabulous philosophy about marketing- but even they wavered.

It's nice that HBO is in business with the audience and not with the advertisers. There's a difference.

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.

Most brands want to see their products used in creative ways.

Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.

Xerox did OK in moving to digital in the commercial space. They didn't do well in the consumer market, but they're not a consumer brand. They don't even know how to spell consumer.

When my boys were little, I'd throw so many toys at them, but they didn't want to play with any. Then I'd give them a truck, and they would play for hours. I believe the same thing applies to a consumer - edit their choices, and they will be more intrigued.

I have shifted my mindset in terms of how companies should... focus on building amazing products. If you have amazing products, the marketing of those products is trivial.

Consumers are looking for experiences, whether that's travel, whether that's entertainment. They're looking for differentiated products, things that are going to have meaning.

Burberry was about building a relationship. But it was always about selling an amazing product that you would have forever. Apple is just a deeper relationship with a much broader constituency. Because it's everybody.

What we have wanted to do is build an amazing brand experience and an amazing way that people can engage with the brand.

As the quality of our platform gets better, the developers can make more interesting experiences. As the experiences get more interesting, people enjoy them more and spend more money. As they enjoy it more, they tell their friends about it.