Maurice Saatchi Quotes

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

Why can't I prove that advertising can manifest itself in a way that doesn't necessarily mean television ads but changing behaviour and creating a brand out of something that already exists?

We've got tremendous equity in cow spots and in the name Gateway, so this isn't anything radical, but you'll see us getting more sophisticated in our marketing efforts.

A lot of stuff that I'm involved in is about branding.

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

It's the power of the brand. We've never formally advertised.

Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.

As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float - and at the speed industries move at today, brands sink fast.

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.

Today brands are everything, and all kinds of products and services - from accounting firms to sneaker makers to restaurants - are figuring out how to transcend the narrow boundaries of their categories and become a brand surrounded by a Tommy Hilfiger-like buzz.

No one is going to understand your brand better than you.

All I'm saying is that Louis Vuitton and L'Oreal didn't invent branding at some point in the mid-Eighties. Big, reassuring names have been around a long time.

Making the leap from the best sunglasses company in the world to a world-class brand is a natural transition.

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.'

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

I do feel strongly that we have got to do a little brand-positioning work. Wouldn't it be great to have something that everybody could say: 'Yep, that's Chicago.'

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

It's always about mindshare, not market share.

Sometimes all the 'marketing' insight in the world can't move a client, but the creation of a truly great brand name can become a billion-dollar idea!

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 was the first advertising person who people could identify with.

Channel brand is so key.