A Quote by Scott D. Cook
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
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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.
What I tell young couples that are getting married is: you're going to have quarrels, and on some things, you're just going to have to agree to disagree. And when you go to bed at night, kiss each other and tell each other that you love each other. Don't go to bed mad. Life is too short. Keep it simple.
Both times I was in India, I could not get people to listen to each other. I had to literally tell people to listen to each other and tell them that they can't get creative and find alternate solutions if they don't listen to each other. There's a lot of arguing and justifying.
Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.
A deadness occurs in relationships when people are no longer willing to tell each other how they really feel.
Friends tell each other what nobody else is willing to tell you.
Language both reflects and shapes society. Culture shapes language and then language shapes culture. Little wonder that the words we use to talk to each other, and about each other, are the most important words in our language: they tell us who I am, they tell us who you are, they tell us who 'they' are.
The stories we tell about each other matter very much. The stories we tell ourselves about our own lives matter. And most of all, I think the way that we participate in each other's stories is of deep importance.
You were trying to tell me something and I was trying to tell you something else. We didn't trust each other and that was reason enough to make each of us right.
The media is the only business in the world where the customer is always wrong. If you're a news consumer, if you're a customer, and you complain to them, they will tell you that you are not sophisticated enough to understand what they do, and they're tell you to go listen or watch somewhere else. They're not even really doing the news for you. They're doing news for other journalists and other people in government because that's their real audience.
When I speak to students, I tell them why we have a First Amendment. I tell them about the Committees of Correspondence. I tell them how in a secret meeting of the Raleigh Tavern in Virginia, Thomas Jefferson and Patrick Henry, who did not agree with each other, started a Committee of Correspondence.
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.
A deadness occurs in relationships when people are no longer willing to tell each other how they really feel. When people first fall in love they're more willing to do this because they're still getting to know each other and dependency has not yet set in. As soon as it does, though, people often stop sharing their true feelings out of fear of loss.
Critics of consumer capitalism like to think that consumers are manipulated and controlled by those who seek to sell them things, but for the most part it's the other way around: companies must make what consumers want and deliver it at the lowest possible price.
I think my books talk about kids learning to like and respect themselves and each other. You can't write a message book; you just tell the best story you know how to tell.
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