“As the pace of business quickens and the number of brands multiplies, it’s customers, not companies, who decide which brands live and which brands die.”
“Today’s real competition doesn’t come from other companies but from the extreme clutter of the marketplace. Fighting clutter with more clutter is like trying to put out a fire with gasoline. The human mind deals with clutter the best way it can – by blocking most of it out. What’s left, the stuff that seems most useful on interesting, gets labeled and stored in mental boxes”
“In a world of extreme clutter you need more than differentiation. You need RADICAL differentiation. The new rule: When everyone zigs, zag.”
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“A brand is a customer’s understanding about a product, service, or company. It’s not what you say it is, but what THEY say it is. For the first time in history, the barriers to competition are not controlled by companies, but by customers. The boxes they build in their minds are the boundaries of brands.”
“The goal of branding is simple: to delight customers so that MORE people buy MORE things for MORE years at a HIGHER price.”