A Quote by Maurice Saatchi
When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.
Related Quotes
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits.
The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit.
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.
A brand is essentially a container for a customer’s complete experience with the product or company.
If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.
If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'
A brand should strive to own a word in the mind of the consumer.
New product and new types of service are generated, not by asking the consumer, but by knowledge, imagination, innovation, risk, trial and error on the part of the producer, backed by enough capital to develop the product or service and to stay in business during the learn months of introduction.
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.
The key to growing a business is that you need to be meeting some segment of the consumer's needs. If you've got a small business and a product or service that is not popular, you simply have to change your product or service to be more popular.
I have tremendous brand experience. What I do a lot for Disney is manage the great brands of this company, whether it's Disney, ESPN, ABC, Pixar, Marvel, 'Star Wars.' And I'm very engaged in technology and its impact on the consumer, either what experience you deliver for them or how to market and sell to them.
A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.
In my experience with print journalists, the distinction between remarks being uttered on- or off-the-record is held sacrosanct, but the distinction between truth and falsity sometimes isn't.
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