Branding Culture Quotes

A common mistaken conclusion made by companies is they think ‘people are cheap’ and want only the best price. That’s only true if you’re only giving them the same dismal choices with no differentiation and thus no value. That is the exact point when consumers start to look at price.

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.

There are three points I used to help a gourmet chocolatier increase sales 300% in a single month as well as a Midwest city to increase tourism guests 500% in 12 months.

Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.

Look at every ‘revolutionary’ brand or category killer, it had an app, or a feature, or a functionality, or a user experience nobody else at that point could offer. I refer to this as ‘the Killer App’ principle.

We know there are thousands of ways to solve any branding problem a company faces, yet the only valuable solutions are the effective ones. Doing something ineffective in half the time–or “more efficiently” or “more economically”–isn’t progress, but is instead bad business. Very bad business.

Brand growth and dominance is created by having the highest brand value, not the lowest price tag.