A Quote by David F. D'Alessandro
Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity.
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In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.
If you embrace a project that will require time and patience, then you need something to work on. So the first step of the project is to create an identity. If you don't have an identity, then today you want this player and tomorrow another one. If you have an idea and a shape, then this is how you develop an identity.
Brands no longer own their message. They can try to control it, but they do not own it. Today, consumers own the message. What they say about a brand carries more weight than what the brand says about itself.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
I am expecting that consumers are going to continue and exert power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. I’d say that in 10 years the best brands won’t be those with the best stories, sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest of the consumer, in any given time.
Building brands and helping people figure out their identity - as far as a business identity and everything - was kind of my niche.
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.
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.
Consumers value their personal time and are loyal to those companies that make their lives more productive. Brands gaining some of the biggest successes in social media are engaging with millions of consumers through value exchange.
During difficult economic times, consumers gravitate toward the brands they know, the brands they love and trust.
Comcast NBCUniversal has an incredible array of brands and ways to deliver those brands and experiences for consumers.
Consider the word “time.” We use so many phrases with it. Pass time. Waste time. Kill time. Lose time. In good time. About time. Take your time. Save time. A long time. Right on time. Out of time. Mind the time. Be on time. Spare time. Keep time. Stall for time. There are as many expressions with “time” as there are minutes in a day. But once, there was no word for it at all. Because no one was counting. Then Dor began. And everything changed.
The most moving speech I have ever heard was Hugh Gaitskell saying he would 'fight, fight and fight again to save the party we love. That was the right message in 1960, and I believe it is still the right message today.
Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as “sophisticated,” “desirable,” “innovative,” “friendly,” and “trustworthy.”
Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as 'sophisticated,' 'desirable,' 'innovative,' 'friendly,' and 'trustworthy.'
I do not think stress is a legitimate topic of conversation, in public anyway. No one ever wants to hear how stressed out anyone else is, because most of the time everyone is stressed out. Going on and on in detail about how stressed out I am isn’t conversation. It’ll never lead anywhere. No one is going to say, “Wow, Mindy, you really have it especially bad. I have heard some stories of stress, but this just takes the cake.
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