Relationships with the media are really important. The media has a more important voice today than it has ever had. We don't advertise. We only have one marketing vehicle, which is editorial, and our ability to get our message out and communicate it effectively.
It is important to bear in mind that political campaigns are designed by the same people who sell toothpaste and cars.
Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.
I won't say I'm not fascinated by the way advertising works. I like the sleekness. But a picture in advertising doesn't last too long. They have to work for 30 seconds. And I'd like to reach at least two minutes. This is my goal: to break that two-minute record.
A brand that stands for what all brands stand for stands for nothing much.
Don't tell people how good you make the goods; tell the how good your goods make them.
Figure out how to build a brand and stick by it so people know what to expect.
Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.
Brands communicate in two directions: they help us tell other people something about ourselves, but they also help us form ideas about who we are.
I'm constantly obsessing about brand. I think of my books in terms of brand. I think of my blog articles in terms of branding. How does it fit my branding? I think in terms of demographics.
Launching and seeding awareness of a new tagline is a major financial undertaking. You'd have to be very sure that you needed to do that.
I think any message behind a lifestyle brand should embrace everyone.
And I've always loved commercials. I like working out how to organically weave a brand's message into the writing process. It's like an improv show, where comics ask the audience to throw out a word and a skit is built around it.
I firmly believe brand stories are complex and multilayer.
There's still a place for someone to come up with a strong headline, some copy in a commercial that's well written. I'm not saying it was better in the old days; it's just a totally different way of communicating.
Use every customer point of contact to weave stories about who you are and what your brand stands for.
When you create advertising, always start with the words.
I genuinely only want to work with people that I agree with on certain things. There were many sponsors I didn't want to work with because I didn't agree with their messages that they wanted to use me to convey.
Good advertising is a happy wedding of words and pictures, not a contest between them.
Nobody can write a good 30-second commercial.
More than' is the tagline of the company LeBron and I started in November 2014 called Uninterrupted. 'More Than' is Uninterrupted's 'Just Do It' or 'Think Different.'
FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.
A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.
I don't care what we're quote-unquote selling; we're about inspiring people through storytelling.
In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.
