A Quote by Ken Xie

As for the endpoint market, vendors such as McAfee and Symantec hold tremendous brand equity due to their consumer products. This of course translates to brand awareness in the enterprise, too.
A great brand is a promise, a compact with a customer about quality, reliability, innovation, and even community. And while the concept of brand is intangible, brand equity is far from it.
Personal brand equity erodes much faster than corporate brand equity.
Xerox did OK in moving to digital in the commercial space. They didn't do well in the consumer market, but they're not a consumer brand. They don't even know how to spell consumer.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
You've got to be very insightful about your brand, who you are, and what you mean to people. You've got to be able to inspire the whole organization behind that vision, so that every touch point the consumer experiences with the brand is reflective of that same brand promise.
Yahoo is a consumer brand. It is a consumer brand that allows people to get what they want from the Internet in a way that only Yahoo can deliver it.
The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market.
A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad.
You could also say that a precious brand often has rituals associated with it. They reinforce the specialness of the brand. And of course the brand owner can help ensure those rituals are created.
The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.
What makes the BJP or its government of Modi a brand for the elections - it is some content that makes the brand. Hollowness cannot create a brand, chest-thumping can't create a brand. Ultimately, the quality of the product creates a brand.
Microsoft Mobile Oy is a legal construct that was created to facilitate the merger. It is not a brand that will be seen by consumers. The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand.
Over the years of running Into The Gloss, I began to see a gap in the way beauty companies were creating products and marketing them to women. There wasn't one brand that really spoke to girls like me, who created products for real life. So we set out to create that brand with Glossier.
Terrain has seen a strong uptick in brand awareness and direct-to-consumer traffic from their inclusion in the Anthropologie Group.
Google is a consumer brand and people need to be comfortable. If we were just an advertising brand we wouldn't have the same concerns. We've always tried to promote transparency and choice among our users.
Our success is a direct result of knowing how to market a brand and having the right people representing the brand.
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