Ben Eine Quotes

As a consumer, you want to associate with brands whose powerful presence creates a halo effect that rubs off on you.

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

I've always refused to associate myself with a brand.

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.

It feels great to be associated with PUMA.

A man in Tom Ford will develop a nice, long relationship with the brand. Ford is very smart about positioning his product. He's a name that is going to remain huge.

I've seen many of those brand collaborations where, basically, the only point is sticking on a Gucci sticker. That degrades good brands.

To me, a 'brand' sounds evil.

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

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

By far, the most determining factor of any brand is the product or the service the company produces. Branding companies have very rarely any significant influence on that, but it is, of course, in their interest to amplify their importance.

I think I am one of the smallest surviving brands.

What drew me to this job is that Univision is a brand unlike any other in all of media. Univision has the highest brand affinity of any brand, and that includes Microsoft and Apple and some of the iconic brands in all of industry.

Actually I am very glad that people can buy Armani - even if it's a fake. I like the fact that I'm so popular around the world.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

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

I think it takes 30 years to build a luxury brand.

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

I wanted Puma to regain strength with the existing logo rather than try to get rid of the past.

Part of an icon's power comes from its indivisibility. The swoosh cannot be further deconstructed into its component parts. Just as golden arches mean McDonald's, and the little red tab means Levi's, the swoosh is Nike. The product is its icon, inseparably and without exception. To buy a pair of Nike shoes is to buy the Nike swoosh.

Kmart appreciates and supports exclusive brands.

Once you have something so deeply infused in your culture and your brand, it would be very difficult to reverse that inertia if you wanted to.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

There are brands out there in the world that have an incredible influence on the culture. Numerous ones are badly done.