Ines de La Fressange Quotes

To me, a 'brand' sounds evil.

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 have premium brands, you have to have the right balance of communicating all of your values.

You have to do what's best for the brand.

I take my brand very seriously.

I do think brands are like people.

Brands don't just care about views. Brands care about their brand first.

Every day, you always have to be cognizant of your brand. I know it can cost you [future] money, but there are a lot of things more important than money that affect your brand.

Brand inside is more important than brand outside for sustained success.

Possessing a powerful worldwide brand is essential for sustained success.

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

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.

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

There's definitely an obstacle in developing a brand for yourself that people can rely on when you're so eclectic.

I wanted Puma to regain strength with the existing logo rather than try to get rid of the past.

The problem often is that aspiring brands wish to be universally loved. Unfortunately, universal love is neither achievable nor desirable. Instead, great brands are loved by some and hated by others because they actually stand for something.

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.

Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.

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.

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.'

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

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

I feel as a brand I'm here to be around for a long time.

Mastering the paradox of star brands is very difficult and rare - fortunately.

When Justin Bieber started wearing the Obey bar logo, we discontinued it. That was kinda one of the last straws.