A Quote by Richard Branson
When we launched a new company, I reviewed the ads and marketing materials and asked those presenting the campaign to read everything aloud to test the phrasing and concept. If I could grasp it quickly, then it passed with muster. We would get our message across only if it was understandable at first glance.
Related Quotes
But I kept at it with the help-wanted ads. My standards were sliding swiftly. At first I had insisted I would only work at a company with a mission I believed in. Then I thought maybe it would be fine as long as I was learning something new. After that I decided it just couldn't be evil. Now I was carefully delineating my personal definition of evil.
I work on the assumption that in the crowded mass communication field today you have to get in and get out with your message as quickly and simply as possible. You must communicate the maximum with a single glance.
For some years now I have been considering the idea of making a watch that our agents could sell at a more modest price than our Rolex watches, and yet one that could attain the standards of dependability for which Rolex is famous, I decided to form a separate company, with the object of making and marketing this new watch. It is called the Tudor Watch Company.
Now, if you truly understand how marketing works today, you know there is no individual six-month campaign; there's only the 365-day campaign, during which you produce new content daily.
The president of a TV network generously agreed to take his company's aptitude test, a test required of all the personnel. He did badly. As a result he was in a sullen mood for the rest of the day. When he got home that night, his wife asked why he looked so grouchy. I took the company's aptitude test this morning. What did it show? asked the wife. It showed, boomed the executive, that such tests are idiotic. That's what it showed.
Embraced by the Light. It's about a woman who passed away during surgery, and she went to heaven, had her experience, and then came back. My dad [Robert Kardashian] would try to get me to read it, and I wouldn't. Then when he passed away, I was cleaning out my room in his house, and I found it. I read it, and it helped me. I felt like my dad was okay.
If I lost everything and had to start again, I would find myself a great network marketing company and get to work!
We love and care for oodles of people, but only a few of them, if they died, would make us believe we could not continue to live. Imagine if there were a boat upon which you could put only four people, and everyone else known and beloved to you would then cease to exist. Who would you put on that boat? It would be painful, but how quickly you would decide: You and you and you and you, get in. The rest of you, goodbye.
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.
The company that employed me strived only to serve up the cheapest fare that the customer would tolerate, churn it out as fast as possible, and charge as much as they could get away with. If it were possible to do so, the company would sell what all businesses of its kind dream about selling, creating that which all of our efforts were tacitly supposed to achieve: the ultimate product -- Nothing. And for this product they would command the ultimate price -- Everything.
I applied everything that I could muster creatively to this mission to find a way to create a new 'Jurassic Park' movie for a new generation.
The Pork Marketing Board worked with advertising and marketing firms to position the pig as a sort of four-legged chicken - a healthy part of any low-fat lifestyle. The Other White Meat campaign launched in 1987 and was so successful at selling lean pork cuts, it actually hurt the rest of the pig.
If we could muster the same determination and sense of responsibility that saves a country like Japan - or a company like Xerox - then investing to save women and children who are dying in the developing world would be very good business.
People don't need to necessarily see me in the jersey to understand who I am and what message I'm trying to get across with the things that I'm marketing.
At my company, we have 300 employees spread across offices all over the world, and I send them all a voicemail each morning with a message from me about why our work is important and a reminder about one of our values. I call myself our company's 'chief spiritual officer.'
Every day, there are 770 million Cokes consumed, which means that there are 770 million purchasing decisions made each day regarding the product. To support those decisions, the company must constantly reinvest in its marketing links to its customers. As a result, a high level of creativity must go into everything the company does, from cause-related campaigns - Coca-Cola and its sponsorship of the Olympic Village in Atlanta, for example - to new catch phrases, commercials, marketing slogans, advertising campaigns and promotional tie-ins.
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