Authenticity, for me, is doing what you promise, not “being who you are.”
Seth Godin (Wheeler 2009:36)
When everybody zigs, zag.
Marty Neumeier, Zag (Wheeler 2009:38)
A tagline is a slogan, clarifier, mantra, company statement, or guiding principle that describes, synopsizes, or helps create an interest.
Debra Koontz Traverso, Outsmarting Goliath (Wheeler 2009:24)
A well-chosen name is an essential brand asset, as well as a 24/7 workhorse.
Alina Wheeler (2009:20)
Honestly, this is one of the reasons I’m so high on designers: I see them as vehicles for the corporation to take culture seriously.
Grant McCracken (Millman (2011) 2013:29)
The commercial, anthropological, and sociological branding process that professionals engage in now creates visceral distinctions to evoke immediate responses in people.
Wally Olins (Millman (2011) 2013:13)
Brands have been around since before there were factories. Louis XIV had a brand, so did Marie Antoinette.
Seth Godin (Millman (2011) 2013:175)
Wit is absolutely key to what we do. Wit provides depth and souls. It gives evidence of humanity.
Bruce Duckworth (Millman (2011) 2013:108)
The way that someone dresses today is still dictated by a personal sense of identity as well as one’s sense of style, pleasure, and comfort. It is dictated far less by social norms.
Virginia Postrel (Millman (2011) 2013:89)
In Darwinian terms, we’re suckers for stories. Stories are the way that humans have always communicated. The Quaker Oats box is not only visually attractive, but it´s a story.
Tom Peters (Millman (2011) 2013:298)
Strictly speaking, brands do not exist. You can´t extract them from the earth, craft them in a workshop, manufacture them with industrial robots in a state-of-the-art facility, or fabricate them with a 3-D printer. You can’t put one in your pocket, grow it on a farm, put a fence around it, fling it through a window,or leave it in a restaurant by accident. You can’t even download a brand. A brand is nothing but an idea.
Rob Walker (Millman (2011) 2013:vii)
My view is that branding is the process of attaching an idea to some object, or to a service or organization.
Rob Walker (Millman (2011) 2013:viii)
I think that’s for other people to decide. Brands exist in the minds of the people that interact with them. I’ll let those people determine what my brand is.
Brian Collins (Millman (2011) 2013:83)
People don’t need more products, but more stories about the products.
Naoko Yano (MacGuffin Nº1, The Bed 2015)
Any company is a brand, although any person could be a brand – once they get any kind of notoriety they become a brand. It needs a tribe; it needs a certain mass in order to brake through as a brand.
Denzyl Feigelson (AdamNStone 2015:23)
There are brands and there are products: this is the defining line. A brand is something we have an emotional nekton with. It may be completely fake and manufactured, but we nevertheless experience some kind of bond.
A brand is a thing or a person or a company that has got some kind of media traction and has managed (by hook or by crook) to get itself on the public radar and into our heads.
A product is just a fictional “thing” that you can buy. A brand is the personality of the product. A brand adds a layer of emotion and meaning that users can identify with — or not.
Onno Lixenberg (AdamNStone 2015:33)
But there’s no way round it — commercial success is a mark of failure for a graffiti artist. We’re not supposed to be embraced in that way. When you look at how society rewards so many of the wrong people, it’s hard not to view financial reimbursement as a badge of self-serving mediocrity.
Banksy (AdamNStone 2015:38)
I’ve always favoured working with people more at the extremes. It´s often people at the extremes who are already living in the future, somehow — they’re out there.
Jeremy Brown (AdamNStone 2015:40)
Without culture, in other words, a brand cannot accumulate any value or traction. (…) So don’t think that you made that shoe cool: you made the shoe, and culture made it cool.
Jeremy Brown (AdamNStone 2015:42)
A brand in its broadest, most powerful sense starts with a point of view on the world and a reason for existing. So, it’s not about product, it’s not about identity, it’s not about tone or communication, it’s about something above all of that. But when it’s defined correctly, it then defines what is right among all other things.
Omaid Hiwaizi (AdamNStone 2015:85)
Anything that’s good commerce will be borne of understanding culture, and anything that’s good in terms of a brand cultural connection will come out of commerce.
Malcolm Poynton (AdamNStone 2015:95)
The smaller, independent brands simply cannot produce goods as quickly as their high-street counterparts. But this is where they have to think on there feet in order to outwit the mainstream giants. React differently. Come from a place of pure culture, rather than a margin on a balance sheet. Come correct. Do it because you live, breath, eat, sleep fashion (or whatever it is you are producing).
Joey Elgersma (AdamNStone 2015:103)
A great media-independent idea is the strongest of all, and will always survive the trends and topics.
Erik Kessels (AdamNStone 2015:107)
Street culture is not something you can predict or track or analyze using an algorithm. It’s a fluid movement, a mix of cultural DNA, style, art, instinct and passion.
Brands: I like — familiarity; hate — ubiquity.
Irvine Welsh (AdamNStone 2015:145)
We both agree that street culture no longer has a chance to stay underground before it’s relentlessly commoditized and then sold back to the kids.
Irvine Welsh (AdamNStone 2015:146)
You’re fighting a battle, because what I’ve found lacking in 99 per cent of companies — large or small — is patience. (…) Patience is no longer around, and it’s a very important virtue for building a long-lasting brand.
Frank Sinatra Jr (AdamNStone 2015:159)
Don’t try to be someone else, be yourself. No one will have the ideas you’ll have.
Götz Ulmer (AdamNStone 2015:163)
Successful brands are the ones that have been allowed into a culture. Think Nike and sneaker-heads, Kindle and the literati, Patagonia and mountains, Red Bull and extreme sports. The interesting and brand-relevant cultures in this world are all happening off-line.
The future of connecting brands with the public is about curating/inspiring user-generated stories that can be repackaged to meet the requirements and answer the needs of the brand.
As creative people, our job is simple: to search for unused ground… and then use it. This ‘unused ground’ can be found in execution, in ideas, a certain tone of voice. It’s anything that means escaping from the average, from the mainstream. You wish you could do it every day, make advertising for people who don’t like advertising, but you can’t. At most you find it only a few times a year.
Erik Kessels (Kesselskramer (2012) 2013:78)
Another mostly ‘unused ground’ in advertising is honesty. Absolute honest ads have appeared every now and again in the industry’s history — VW in the sixties being the most famous example. But still admitting your faults and telling people about your product as straightforwardly as possible is pretty much virgin territory.
Erik Kessels (Kesselskramer (2012) 2013:83)