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Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.
The currency of universal values make brands innately sharable.
In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.
No matter how much control kids get over the media they watch, they are still utterly powerless when it comes to the manufacturing of brands. Even a consumer revolt merely reinforces one's role as a consumer, not an autonomous or creative being.
I believe that all brands will become storytellers, editors and publishers, all stores will become magazines, and all media companies will become stores. There will be too many of all of them. The strongest ones, the ones who offer the best customer experience, will survive.
Brands will increasingly handle their own e-commerce and rely less and less on local distribution partners. Why should they give away their profit margins?
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.
We have to treat smoking as a major public health issue. We have to reduce the extent to which young people start smoking, and one of the issues is the extent to which display of cigarettes and brands does draw young people into smoking in the first place.
In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.
As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few years of decline before they are able to reinvent themselves.
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.
I like being a consumer. I'll do collabs with brands I like, only because I would like something free to wear. But I don't want people to dress like me, which is what you're asking when you create a brand. The fashion industry's just a super-duper headache.
China approaches fashion with strong enthusiasm. And I believe that this enthusiasm can be translated into something interesting, economically speaking. Not only for my brand, but also for other brands.
I love to put on lotion. Sometimes I'll watch TV and go into a lotion trance for an hour. I try to find brands that don't taste bad in case anyone wants to taste me.
Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.
As a consumer, you want to associate with brands whose powerful presence creates a halo effect that rubs off on you.
You can be obsessed with makeup and hair products and, you know, your appearance and still be absolutely making smart life decisions and work on your smarts, develop your smarts by studying something like math. Then you'll make much better decisions on the brands of clothing that you buy or whatever it is that you want.
Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.
Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good.
I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not achieved what we have, there would have been many regional brands that would have succeeded. But I'm not sure there would have been a national brand of the scope of Starbucks.
Katalyst is a merger of three industries. A piece of us is connected to ad agencies. Because we get the complex overlay of the social Web, we know how to engage an audience and how to make entertainment for the social Web. And we know how to gain and activate and retain an audience. So we create social networks for brands.
I have inherited two of the most important brands in hip-hop, Def Jam and Roc-A-Fella. Reid and Universal Music Group have given me the opportunity to manage the companies I have contributed to my whole career. I feel this is a giant step for me and the entire artist community.
A lot of brands, you can't touch them. When you're dealing with Snoop Dogg, he brings you closer to the brand and it feels like it's a part of you.
The question remains: which brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?
Brands mature over time, like a marriage. The bond you feel with your spouse is different than when you first met each other. Excitement and discovery are replaced by comfort and depth.
C. S. Lewis
John F. Kennedy
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