Roustam Tariko Quotes

Branding experts believe that just because they have rethought a company's image or name, the rest of us will automatically fall in line.

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

Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.

I do feel strongly that we have got to do a little brand-positioning work. Wouldn't it be great to have something that everybody could say: 'Yep, that's Chicago.'

Brands are about editing.

You know what, every decision I make is in the best interest of my brand.

I do think brands are like people.

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

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

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

The most dangerous thing for a branded product is low interest.

The keys to brand success are self-definition, transparency, authenticity and accountability.

There's definitely an obstacle in developing a brand for yourself that people can rely on when you're so eclectic.

Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.

All I'm saying is that Louis Vuitton and L'Oreal didn't invent branding at some point in the mid-Eighties. Big, reassuring names have been around a long time.

I don't think so, in that Virgin is already a global brand. Brands like Amazon have had to spend hundreds of millions of pounds you know, building their brands, whereas Virgin is already well-known around the world.

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've met people who didn't even know there was a Calvin Klein; they thought it was just the name of a product.

Sometimes all the 'marketing' insight in the world can't move a client, but the creation of a truly great brand name can become a billion-dollar idea!

You have to do what's best for the brand.

Channel brand is so key.

We feel a brand should be free.

I firmly believe brand stories are complex and multilayer.

Our awareness gap and the fuzziness about how people might understand Ulta today is a ripe opportunity for us as we think about going forward. I imagine this is like almost relaunching the brand of Ulta.