Phil Knight Quotes

We don't market products narrowly. We market big stories about the industry, things that matter to a lot of people.

Nike is a marketing-oriented company, and the product is our most important marketing tool.

Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.

I showed what I can do with butter, right? Eighty-five percent increase in sales. I'm very proud of them Country Life ads. They were funny and clever and classy like the Toblerone ads I grew up with.

We all need to become more customer-focused and recognize the power of marketing to sell more diamonds.

As communicators and marketers, people are so accustomed to thinking from the 'top down.' Finding the great analyst or the famous journalist who will endorse what you do and tell the rest of the world to go and buy your product.

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.

It was our belief we should have a customer base and that the catwalk was actually supporting and increasing the business.

Marketing is the distinguishing, unique function of the business.

Ninety percent of the success of any product or service is its promotion and marketing.

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.

Positioning should be decided before the advertising is created

Advertisers also know that humor can help bond us to their product.

Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.

The only one that seems to be able to hold the business is Disney. They do it is because they have a fabulous philosophy about marketing- but even they wavered.

Promise, large promise, is the soul of an advertisement.

My background is that I've spent a lot of time marketing entertainment. One of the old saws in package goods is you can take something that is popular and you can make it more popular. But if you take something less popular, you can't automatically market it into the same success as something that's already popular.

A good advertisement is one which sells the product without drawing attention to itself.

I always thought marketing in general was an interesting kind of thing. I always liked commercials and billboards.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

People send you stuff if you say you're interested in something. I have a tonne of body lotion. So I could mention I was interested in, you know, surfing, and some company would send me a surfboard.

Advertising is the life of trade.

Commercials capture your attention, that's all.

The basic idea that marketing is wrong at its core is one of the main reasons why innovation seems blocked and unpredictable.

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing.