Quotable Quotes: Brand Management
by Miki Saxon
Everything today is about creating a brand and/or brand management. Whether a product, company or person, the brand is all important.
David Ogilvy understood this when he said, “Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”
Warren Buffett has a handle on what puts a brand at the top, “Your premium brand had better be delivering something special, or it’s not going to get the business.”
Timm F Crull, Chairman & CEO of Nestle sees brands as the basis of successful marketing, “Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.”
Harley-Davidson President John Russell sees a deed tie between the brand and its customers, “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.”
Robert Haas, of Levi Strauss fame, has a far clearer understanding of what constitutes a brand, “Companies have to wake up to the fact that they are more than a product on a shelf. They’re behavior as well.”
But it was ex Disney CEO Michael Eisner who offered the most food for thought when he said, “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures”
As you may have guessed, I didn’t randomly choose today’s topic; the quotes are a lead-in to tomorrow’s post, so read them carefully (there will be a pop quiz in the morning).
Flickr image credit: http://www.flickr.com/photos/43993720@N02/4742259901/
