Raza Jaffrey Quotes

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

We unwittingly judge products by their boxes, books by their covers, and even corporation's annual reports by their nice glossy finish.

The shiny red color of the soles has no function other than to identify to the public that they are mine. I selected the color because it is engaging, flirtatious, memorable, and the color of passion.

The more informative your advertising, the more persuasive it will be.

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.

It's always about mindshare, not market share.

Well, that's the secret of commerciality, a simple style and you stick with it.

We don't tell a 17-year-old kid that Nike sucks, because the fact of the matter is, Nike doesn't suck. They're actually very good at what they do.

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.

I knew people would see 'PKP.' Although the packaging was weak, the product was good.

A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.

Sound an alarm! Advertising, not deals, builds brands.

Before you can have a share of market, you must have a share of mind.

People like to be able to identify a brand, and I don't really have one.

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Great marketers don't make stuff. They make meaning.

You can create a business, choose a name, but unless people know about it you're not going to sell any products.

Good marketing offers us a view of the world. Bad marketing offers us a product to buy.

The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.

It's weird - sort of not terribly wise - to take a book that was successful and then change its cover.

Apple released the upgraded version of the iPhone 4, called the iPhone 4S. I think the S stands for suckers.

One can often trace the sources of a brand personality - here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.

It's like, are you kidding me? I'd sell way more if I just put a picture of my face. That's the fact. I'd sell more copies of me just looking cute. That's what sells more. That's what sells at Wal-Mart. Not someone in a bathtub looking like they're about to kill someone. Topless.

When the idea came up, (Newman's Own) I said, "Are you crazy? Stick my face on the label of salad dressing?" And then, of course, we got the whole idea of exploitation and how circular it is. Why not, really, go to the fullest length, and the silliest length, in exploiting yourself and turn the proceeds back to the community?

Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.