Paul Marciano Quotes

I like Valentino a lot - they never use actresses in their campaigns.

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

The Guess girl always combines sensuality with class. She's sexy and voluptuous, but not in a vulgar or cheesy way. Over the years, whether it was when I first saw Laetitia Casta, Eva Herzigova, or Anna Nicole Smith, the common thread when choosing the next Guess girl was an instant feeling in my stomach that she was the one.

The funny thing about commercials to me is that many of them now don't even mention the product until the very end. You don't really know what the commercial is all about. They're kind of like little movies, like shorts, and that's why I think they're so entertaining.

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

If anything, Calvin Klein is the iconic company in terms of fashion. They do have iconic images for their campaigns.

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

Since the day we started Guess, the brand has always stood for young, sexy and adventurous, and it is these same qualities that I look for in the models that become Guess Girls. They also have to look healthy.

The campaigns and the models in them create the fantasy around the brand. It has always been about having strong images. Without that, we could not have gone into all the categories we did. It really has been the foundation from where the house of Guess was built.

If we don't re-charge the American Brand, all future challenges - economic, social and political - are destined to be driven to the brink, further jeopardizing the strength and competitiveness of our country and its citizens.

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

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.

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.

GE rolled out a popular TV ad campaign in 2015 explaining why youthful techies should give the 'digital industrial' giant a second look.

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

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?

For Coca-Cola, they wanted a hippie-looking girl to walk around the city with a bucket of chicken sitting in Central Park, sitting on Central Park South, walking along all these different areas of New York that people are familiar with, and just eating this bucket of chicken. I got that commercial too. I think it was just part of my personality that was different from just a regular, nice-looking girl that was more of a model-y type. I injected a little more energy into everything I did.

Every advertisement is part of the long term investment in the personality of the brand.

Your brand is what people say about you when you're not in the room

It's important to keep up the idea of the brand, even beyond sales.

Kodak sells film, but they don't advertise film; they advertise memories.

One can often trace the sources of a brand personality - here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.

We are no doubt in the Great Age of the Brand.

The thing about branding is it isn't etched in stone. A brand is a mark or an image or a perception we stamp on a product, a concept or an ideal, but it doesn't last forever. Like anything else, it needs to be nurtured and reinforced, or it will start to fade.