Jeffrey Kluger Quotes

True, the name of the product wasn't so great. Kindle? It was cute and sinister at the same time - worse than Edsel, or Probe, or Microsoft's Bob. But one forgives a bad name. One even comes to be fond of a bad name, if the product itself is delightful.

Marketing is what you do when your product is no good.

A product name has to be specific. You know that Tasty Soup is tasty - that Hot Chips will burn off the roof of your mouth.

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.

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

Advertising doesn't create a product advantage. It can only convey it.

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

Here's how Apple does marketing in a nutshell: Make a great product, then let people know about it. That's it. Neither aspect of that is easy, but the important thing is it has to happen in that order. It all starts with a great product.

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

Great marketing cannot sell a pedestrian product very well.

Don't try to change the package more than you try and change the product.

If we're deciding about merch pieces, t-shirts or hats, they have to be well designed and cool enough for somebody to want to buy it and then wear it and walk around advertising me and my music.

Apple has beautiful design, beautiful product, incredibly functional. But mostly, it's about picking product, getting behind it, marketing it, and introducing it to a customer. What they've done just inspires me.

Victoria's Secret is entitled to brand themselves the way they want to.

Whether you're selling soft drinks, snack foods or a sport, all good marketers know it is important for every single person to want to buy their product.

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.

If you care about your product, you should care just as much about how you describe it.

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

You really need a unique selling proposition, and people need to care about that unique selling proposition.

I've seen promotions rush things to market and not be strategic about it. The first impression is the lasting impression.

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

To make a label change is a difficult time because there is that lag period between the product you had out and the next project you're going to make on your new label.

I'm always asking, 'How do you give a guy a new reason to buy a polo?'

The average billboard has no more than eight words. It takes a lot of effort to make a beer, rice, or shampoo seem special in eight words.

We don't come up with product names like 'Cookie Sugar a la Mode.' We made a commitment that our brand is straightforward.