A Quote by Richard Edelman
We've learned that when a consumer moves from a relationship rooted in 'me' to one powered by 'we,' a new world of buying and advocacy opens up for a brand.
Related Quotes
Just as surely as every new language mastered opens up a new world, so knowledge of a Beethoven, a Chopin, or a Schumann opens up a new world in spiritual beauty and thought.
And what we did with this new company in 1985 is we did start focusing on PCs instead of video game machines, because we learned the hard lesson about bringing a product to market in a consumer world where it's very expensive to build a brand and get distribution and so forth.
The only leverage the manufacturer can apply to the retailer is his relationship with the consumer. And the main element in profit growth is going to have to lie in making his brand more valuable to the retailer, through its being more valuable to the consumer. And that means his brand must be unique, it must have no adequate direct substitutes - because it is in this, after all, that value lies.
People will go into a relationship, if it's a brand new relationship, it's so exciting because it's something brand new, it's variety, it's different. And you're so excited by the feelings. And what most people try to do because they don't want to lose that, they try to control it to make it certain. And if they make it so certain then you become bored in the relationship. It's a delicate balance.
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 world of the consumer, the sheer innovation and dynamism of our culture has never been easy for marketing to keep up with, but now these are suddenly faster and much more powerful. We need a new idea and practice of marketing and of the brand.
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.
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.
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.
I remember buying The Fugees' 'The Score' my freshman year and feeling like this whole new world and this whole new conversation was opening up to me.
Let's ask the question, what if reincarnation was real? Think about all the possibilities that that opens up and all the stories we could tell. I have learned to be incredibly open-minded about it. I've learned that there is an entire world of people out there who are fascinated by this stuff.
The experience is fundamentally different for buying from local businesses than it is for buying consumer goods.
The common man is the sovereign consumer whose buying or abstention from buying ultimately determines what should be produced and in what quantity and quality.
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.
Driving and getting downhill kind of opens everything up for me, opens up the shot, allows me to get to the free throw line.
A soup manufacturer uses the same colors and design on every label to catch the consumer's eye and assure her that she's getting brand-name quality, whether she's buying bean soup or corn chowder or cream of tomato.
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