A Quote by Al Ries
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
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Jeff Bezos is opening a retail store and owns a newspaper. Turns out everything we thought about the Internet is wrong.
If you have trouble in your private life, who are you going to speak to? Not the new friend you made the day before, but people you trust and have known forever. Vuitton, Berluti, Hermes: it is those brands that have never compromised on quality or values that people turn to.
For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you can only guide and influence it.
Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.
I don't think so, in that Virgin is already a global brand. Brands like Amazon have had to spend hundreds of millions of pounds you know, building their brands, whereas Virgin is already well-known around the world.
Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.
Video store arguments really bother me. Let's say it's a slow night on campus so you decide to stay in and rent a movie. You're in the video store and finally pick one out and your friend says, 'Oh, don't get that, it was on TV last week.' I hate when people say that. Who cares? Is it on TV right now? No? Good, then let's rent it.
Slow and steady is the way we built our brand, and I think that's why it's one of the leading home space brands.
I think sometimes you get too caught up in the business side, and you make compromises, and then the brand becomes unexciting. I think in the early stages you have to be bold. You have to define yourself. Everyone wants to understand who you are and why you're here. I think the best brands are forever surprising people.
Ksubi' - the Australian jean brand, they're one of my favourite brands of just clothes and stuff, and the Swedish brand 'Acne', but other than that, not at this point in time designing. I wouldn't mind collab'n with those guys though.
Talking to people from the heart matters, and it's unfortunately something brands have forgotten about. Celebrity endorsement deals try to gain recognition for brands, but at their core, what matters is if the celebrity truly backs the brand.
I'm a big consumer of news and I have my six newspaper sites booked. And what I like bout Twitter is it's almost, it allows me to make a comment about something that's just on my mind.
We always talk about how you have to build a brand from the inside out, not the outside in. Brands are not wrappers. Brands are based on the values of the founders, and then they spread to the people who work for the company, and then that psychological contract is spread to the customer.
Throughout all ranks of society, from the successful merchant, which is the highest, to the domestic serving man, which is the lowest, they are all too actively employed to read, except at such broken moments as may suffice for a peep at a newspaper. It is for this reason, I presume, that every American newspaper is more or less a magazine.
One of my friend's dad owned a grocery store, and one of the kids who worked at the grocery store was a wrestler. We got tickets to one of the shows, and then we stayed after, and they asked us if we wanted to get in there and train a little bit.
In my life, there have been people that I was convinced would be around forever, and yet, somehow they managed to drift away after a couple of years. Likewise there have been people who have begun as casual acquaintances but become more important with each passing year.
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