Lynda Resnick Quotes

A strategy delineates a territory in which a company seeks to be unique.

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

I'm always asking, 'How do you give a guy a new reason to buy a polo?'

Positioning should be decided before the advertising is created

You need to define yourself in the marketplace.

The marketers can compete with free; it just has to be better. Look at bottled water if you don't believe me.

I get a lot of the time, 'We don't know how to market you,' or, 'You're too big.' Or, 'We have one of you already,'. But you don't have one of me already; you don't have a seven-foot, lovable guy. You don't have that.

My books didn't fit a marketing niche.

When looking at trends I always ask myself basic and timeless questions about business, and the one I seem to always come back to is, 'How is this different than anything else in the marketplace?'

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.

In advertising not to be different is virtually suicidal.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

I learnt the hard way about positioning in business, about catering to the right segments.

I want everybody in the news business to think of ABC before they go any place else. If it costs us an extra few thousand dollars to do that, what does it mean?

Our theory is, if you need the user to tell you what you're selling, then you don't know what you're selling, and it's probably not going to be a good experience.

Even if someone is already in your market space, ask yourself whether you can approach it from a different angle and thereby secure your own customer base.

In advertising, not to be different is virtual suicide.

We are always focused on how can we differentiate ourselves. In today's world, where people are gravitating toward experiences, it is even more important.

My general premise is not about selling clothes. If that's your end goal, then all of a sudden everything looks the same, you know - you start designing by numbers.

Marketing is the distinguishing, unique function of the business.

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

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.

At HSN, the experience we create are a significant point of differentiation.

Let advertisers spend the same amount of money improving their product that they do on advertising and they wouldn't have to advertise it.

When we launched a new company, I reviewed the ads and marketing materials and asked those presenting the campaign to read everything aloud to test the phrasing and concept. If I could grasp it quickly, then it passed with muster. We would get our message across only if it was understandable at first glance.