Jef I. Richards Quotes

The rise of the citizen review site is a sobering development. No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn't any good, they'll out you.

A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.

Hollywood can buy a lot of pieces of the puzzle, but the great thing is they can never buy word of mouth.

Do you know what the difference is between PR and advertising? Advertising is when you say how great you are. PR is when other people say how great you are. PR is better.

It's still word of mouth that is going to make or break a show, and while critics can't help a show, they can hurt it.

I don't care what a lot of anonymous strangers think about restaurants.

There is such a thing as bad publicity.

Apple has great marketing, among the best PR and marketing in the world.

Word of mouth is the best medium of all.

Get someone else to blow your horn and the sound will carry twice as far.

Word of mouth and the Internet are the only press we have left.

When people protest and are upset with a movie, it becomes a big hit. They hated Passion of The Christ, it worked out pretty well for the box office. So let's get that going.

When a film is reviled, you open a film and people say "Oh, it's the stupidest thing, it's the worst movie." You think: oh, nobody's going to ever speak to you again. But, it doesn't happen. Nobody cares. You know, they read it and they say "Oh, they hated your film." You care, at the time. But they don't. Nobody else cares.

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

Good wine needs no bush.

He who molds public sentiment goes deeper than he who enacts statutes or pronounces decisions.

Advertising is the price companies pay for being unoriginal.

Word of mouth now has a unprecedented influence because it spreads so far and so fast.

When I first started, there were, like... two or three critics that you thought, 'Alright, I hope I get a good review from them.' And now there's millions of them.

There is probably a perverse pride in my administration... that we were going to do the right thing, even if short-term it was unpopular. And I think anybody who's occupied this office has to remember that success is determined by an intersection in policy and politics and that you can't be neglecting of marketing and P.R. and public opinion.

When I see a billboard that literally just has five names, and they're all A-listers, I'm just like, What is that bringing to the world that's new?

Apart from using it to spread the word about my translation company Blue Elephant and to talk to fans, I find social media an extremely powerful forum for charity.

Without the nontraditional methods we used to promote 'Jericho'... we wouldn't have been able to get the traction we did.

If you build a better mousetrap, regardless of your marketing budget, the world will beat its own path to your door.

Dishonesty in trailers is more than a moral issue, it's a practical one. If you don't deliver in the film what you offered in the trailer, you'll get bad word-of-mouth.