11 Quotes Tagged: branding

Големите компании виждат нещата такива, кавито са. Предприемачите ги виждат такива, каквито могат да бъдат.

Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...

“Making the logo twice the size” is advertisements are deficient in brand identification. “Showing the clients’ faces” is also a better stratagem than it may sound, because the public is more interested in personalities than in the corporations. Some clients can be projected as human symbols of their own products.

In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.

When deeply religious subjects view sacred iconography or reflect on their notion of God, brain scans reveal hyperactivity in the caudate nucleus, a part of the pleasure system that correlates with feelings of joy, love, and serenity. But Lindstrom and Calvert found that this same brain region lights up when subjects view images associated with strong brands like Ferrari or Apple.

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

"Let's face it. We live in a command-based system, where we have been programmed since our earliest school years to become followers, not individuals. We have been conditioned to embrace teams, the herd, the masses, popular opinion — and to reject what is different, eccentric or stands alone. We are so programmed that all it takes for any business or authority to condition our minds to follow or buy something is to simply repeat a statement more than three or four times until we repeat it ourselves and follow it as truth or the best trendiest thing. This is called "programming" — the frequent repetition of words to condition us how to think, what to like or dislike, and who to follow."

"There comes a point when you realize that these things, these brands, aren't "enough." Having more or better or best doesn't provide you with a lasting sense of having more or being better or being best. It's a rather fleeting experience, this romantic attachment to brands, and I find that if I'm not careful, the search for having more or better or best is a precarious journey into the infinite. When you depend on finite objects-or brands-to provide you with a long-term sense of self or love or pride or achievement, you start yourself out on a path with no end. No object, no product, and no brand can provide you with ultimate, infinite satisfaction."

Sound an alarm! Advertising, not deals, builds brands.

So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.

What we are trying to do at Virgin is not to have one enormous company in one sector under one banner, but to have two hundred or even three hundred separate companies. Each company can stand on its own feet and, in that way, although we've got a brand that links them, if we were to have another tragedy such as that of 11 September - which hurt the airline industry - it would not bring the whole group crashing down.