A Quote by Frank Luntz
The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
Related Quotes
People come to Cannes just to advertise their films, not with a particular message. But the advantage is that if you go to the festival, you get so much press coverage in three days that it advertises the film for the rest of the year.
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.
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 big corporation is more or less blamed for being big; it is only big because it gives service. If it doesn’t give service, it gets small faster than it grew big.
The only way to advertise is by not focusing on the product.
The only reason I was able to accomplish things is the great people willing to work with me. A company is a group of people organized to create a product or service, and that product or service is only as good as the people in the company - and how excited they are about creating it. I do want to recognize a ton of super-talented people. Without them, I would have accomplished very little. I just happen to be the face of the companies.
If you are ready to put a product or service on the market, look at that product or service and see how you can test it inexpensively. Keep in mind, you'll only need one; you don't need 1,000 to get the answer.
No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.
An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.
It cannot be said that the Constitution formed 'the people of the United States,' for all time, into a corporation. It does not speak of 'the people' as a corporation, but as individuals. A corporation does not describe itself as 'we,' nor as 'people,' nor as 'ourselves.' Nor does a corporation, in legal language, have any 'posterity.'
People are buying only one thing from you: the way the engagement (hiring you, working with you, dating you, using your product or service, learning from you) makes them feel.
A product is often a consumer's only window to a corporation.
The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.
If you develop a product that gets what the customer is trying to get done, you don't have to advertise; people will just pull it into their lives.
Now, if you want to get rich, you have only to produce a product or service that will give people greater use value than the price you charge for it. How rich you get will be determined by the number of people to whom you can sell the product or service.
We live in a day that nobody's lived in before: where you can touch more people. The message I'll speak tonight and the message that I speak at home, people in India will hear. It's just an amazing day.
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