Daniel Lubetzky Quotes

When you have premium brands, you have to have the right balance of communicating all of your values.

Brands are about editing.

Figure out how to build a brand and stick by it so people know what to expect.

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.

We're not going to pierce everything that we have and paint our faces trying to get a different market. We'll grow with our audience. We're just going to keep doing what we do.

Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

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

I started at HSN in May of 2006, and by October, we had rolled out a new brand image, a new tagline, a new vision statement, a new customer manifesto, and new advertising.

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.

When a brand says, 'Our product is great, and we think it'll be great for anyone that loves it, too,' that's the ultimate marketing message.

You cannot mean everything to all segments of the markets. You cannot have a brand straddling too many meanings.

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

I am crazy for good branding and really admire companies that get it right.

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.

The minute you can be predicted, as a brand, you've got a problem.

I think the key is that you come out with products which are embracing and true to the brand.

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

A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.

First of all, when building a brand you have to know who you are, what you are, and what you stand for. That's clichéd marketing-bullshit jargon, but it does matter. It helps. You have to know who you're targeting. I think too many people fight the market. There are certain people who are never going to want your stuff no matter what you do. There are certain people are never going to love me because I curse and I have bravado and I'm a Jersey boy and I'm brash and they won't take the time to see the humility and the patience and the truth. They shouldn't.

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.

Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.

It has no denim-toned house paint. Levi makes what is essentially a commodity: blue jeans. Its ads may evoke rugged outdoorsmanship, but Levi hasn't promoted any particular life style to sell other products.

I don't like the word "brand." When I see people creating a brand, it feels disingenuous.

This one commercial said, "Forget everything you know about slipcovers." So I did, and it was a load off of my mind. Then the commercial tried to sell slipcovers, but I didn't know what they were!