“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
– Jeff Bezos
“Your premium brand had better be delivering something special, or it’s not going to get the business.”
– Warren Buffett
“Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.”
– Peter Drucker
“A brand is the ‘personification of a product, service, or even entire company’.”
– Robert Blanchard
Marketers can gain deep brand experience insights from this question: “Think about the 5 brands that have made the biggest difference in your life. Tell us about them.”
– Ian Ryder
“Like any person, a brand has a physical ‘body’: in P&G’s case, the products and/or services it provides. Also, like a person, a brand has a name, a personality, character and a reputation.”
– Robert Blanchard
“When you think of the blur of all the brands that are out there, the ones you believe in and the ones you remember, like Chanel and Armani, are the ones that stand for something. Fashion is about establishing an image that consumers can adapt to their own individuality. And it’s an image that can change, that can evolve. It doesn’t reinvent itself every two years.”
– Ralph Lauren
“Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend, or merely an acquaintance. You can view it as dependable or undependable; principled or opportunistic; caring or capricious. Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others.”
– Robert Blanchard
“I am not looking like Armani today and somebody else tomorrow. I look like Ralph Lauren. And my goal is to constantly move in fashion and move in style without giving up what I am.”
– Ralph Lauren
“Also, like a person, a brand must mature and change its product over time. But its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life.”
– Robert Blanchard
“The crucial ingredient in the success of any brand is its claim to authenticity.”
– Al Reis and Laura Reis
“People have character…so do brands. A person’s character flows from his/her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient. You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad. The same are true of brands.”
– Robert Blanchard
“A brand should strive to own a word in the mind of the consumer.”
– Al Reis and Laura Reis
“It is a pretty recognizable brand name. Originally it was “Jerry’s Guide to the World Wide Web” but we settled on “Yahoo”.”
– Jerry Yang