brand essence Quotes

A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

We don't want to just put logos on somebody's devices. It needs to feel like Nokia, what Nokia was known for.

A brand is simply a set of beliefs. And if you don't create a set of beliefs around your products or services, well, you stand for nothing - you have no values and no vision.

The really great brands live on this idea of bringing something that's truly authentic - and then building around that. It's not about trying to be something as much as it being who you are in the best light possible.

I think the ongoing discussion of the world of advertising is, 'Where is the soul in advertising?'

Brand is much more than a name or a logo. Brand is everything and everything is brand

I don't see Dior as something that could become mine. I see it as a dialogue with the women who wear it. I want to stay connected to them rather than to an abstract brand.

I have to love the DNA of the brand fundamentally. I need to be able to fuse my personality with theirs. That's what I've done with Adidas, Swatch, and in a different way with Moschino. I really have to feel fused with it.

Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.

The Ford Motor Co. should stand for something more than cars and trucks. There is a Ford way of doing things that we cannot lose... We need to be continuously polishing that Ford oval.

A brand is a voice and a product is a souvenir.

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 can say, let's go to the DNA of the brand and find something that I can introduce into my work. It's part of the patrimony of fashion.

Our message has always transcended borders and cultures and is central to who we are as a brand.

You look at the Rolling Stones. It had the lips, the logo and the style. You look at Jay-Z, who I think is probably the smartest brand marketer I've ever met. These people understand the core of what their brand is and what their fans want.

You can't back-engineer a brand.

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

The experience that a publication creates for its audience is the very essence of that publication's brand - and without deep engagement, that publication's brand will be weak. A good publication is a convener and an arbiter - it expresses a core narrative that becomes a badge of sorts for its readership.

Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

The only reason the word "brand" gets a little tiresome is that something that is complex and wonderful and deep begins to sound like a can of tomato soup. I recoil at that, but I'm used to it. I know what it means: It means that The New Yorker is not merely the magazine that comes out in print once a week. It's the Web site, it's the festival, it's our mobile application - all these things - and what they stand for and what they mean.