Claude C. Hopkins Quotes

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

Your company's most valuable asset is how it is known to its customers.

Starbucks represents something beyond a cup of coffee.

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.

The strength of brand loyalty begins with how your product makes people feel.

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

Always enter the conversation already taking place in the customer's mind.

You market when you hire and when you fire. You market when you call tech support, and you market every time you send a memo.

Any CEO who cannot clearly articulate the intangible assets of his brand and understand its connection to customers, is in trouble.

Pleasing ware is half sold.

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

I want Off-White to be a graphics-based brand.

One of my first fashion clients was Calvin Klein. We did his first freestanding stores. He was very exact and precise. But talk about high-fashion people who brand themselves!

I think the reason that we do things the way we do is because we respect the customer. And I don't look at what we do as anything less than any other brand.

Company naming is a key part of the branding process, but it's subject to contrasting tastes and an illiquid domain name market that results in startups wasting their time during the branding process.

The most important thing in business is a persona, Nico,' he was fond of saying. 'People want to know immediately what they're dealing with. And when they think about you, you've got to stand out in their minds--like one of those characters in a novel.

Stay consistent with your message and who you are.

One night, I was chatting with a group of 16-year-old girls over a few drinks about a name for the record store ... A bunch of ideas were bounced around, then, as we were all new to business, someone suggested Virgin. It smacked of new and fresh and at the time the word was still slightly risqué, so, thinking it would be an attention-grabber, we went with it.

Packaging can be theater, it can create a story

Always hold your sales meetings in rooms too small for the audience, even if it means holding them in the WC. 'Standing room only' creates an atmosphere of success, as in theatres and restaurants, while a half-empty auditorium smells of failure.

Your ‘brand’ is what your customers think of you, not what you think of you.

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

When you're too concerned about branding, you're restricting yourself.

Use every customer point of contact to weave stories about who you are and what your brand stands for.

Very often design is the most immediate way of defining what products become in people's minds.