Steve Jobs Quotes

I don't care what we're quote-unquote selling; we're about inspiring people through storytelling.

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

Launching and seeding awareness of a new tagline is a major financial undertaking. You'd have to be very sure that you needed to do that.

Guests who shop at Ulta know exactly what we're about. People who have not shopped at Ulta or have not shopped at Ulta for a long time have a fuzzy image. And that's what I'm all about sharpening and elevating.

I'm constantly obsessing about brand. I think of my books in terms of brand. I think of my blog articles in terms of branding. How does it fit my branding? I think in terms of demographics.

Marketing is the way your people answer the phone, the typesetting on your bills and your return policy.

People don't buy what you do; they buy why you do it and what you do simply proves what you believe.

People buy ideas, they don't buy photographs.

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

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

I'm a firm believer in utilizing celebrities because they tap into people on an emotional basis.

It's hard to build a brand, competitively, and tell people what you do as well.

What is your Unique Selling Proposition? What makes you different than your competitors? Wrap your advertising message around that USP and communicate it in a clear and concise manner.

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.

When Lady Gaga says I am her inspiration, you reach kids between 12 and 18. Now I am like a brand - jeans, Coca-Cola.

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.

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

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.

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

I believe in emotional branding.

I've always been a fan of advertising, I've always been a fan of television, I've loved commercials, I've loved all the jingles, I loved all the stuff.

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

Trying to do business without advertising is like winking at a pretty girl through a pair of green goggles. You may know what you are doing, but no one else does.

What we need to do is run our business. We need to come up with a value prop that is so compelling that customers have to go for it.