Michael Rapino Quotes

Channel brand is so key.

We are now focused on the brand, not the channel.

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.

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

Today brands are everything, and all kinds of products and services - from accounting firms to sneaker makers to restaurants - are figuring out how to transcend the narrow boundaries of their categories and become a brand surrounded by a Tommy Hilfiger-like buzz.

No one is going to understand your brand better than you.

I believe in emotional branding.

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.'

It helps to look at branding as a challenge that entrepreneurs spend years perfecting.

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.

Brands are about editing.

I take my brand very seriously.

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

You can't back-engineer a brand.

Anyone can replicate a product. There are lots of brilliant minds out there that know how to code, but there's unique DNA to a brand. You cannot have a brand without people. That is the most important asset you will ever have.

I do think brands are like people.

'Shaggy' is a brand.

It's hard to sell a brand without having a face to it.

It's the power of the brand. We've never formally advertised.

To me, a 'brand' sounds evil.

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

I think I am one of the smallest surviving brands.

Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.