“A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.”
“There has never been a time in my career when I have faced the empty page and not been scared. I was scared as a junior-coassistant-copy-cub-intern. And I’m scared today.”
“A brand isn’t just the name on the box. It isn’t the thing in the box, either. A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.”
“Advertising is what happens on TV when people go to bathroom.”
“Brands are assets, and companies rightfully include them on their financial balance sheets.”
“For me, writing any piece of advertising is unnerving. You sit down with your partner and put your feet up. You read the strategist's brief, draw a square on a pad of paper, and you both stare at the damned thing. You stare at each other's shoes. You look at the square. You give up and go to lunch. You come back. The empty square is still there. Is the square gonna be a poster? Will it be a branded sitcom, a radio spot, a website? You don't know. All you know is the square's still empty. So you both go through the brand stories you find online, on the client's website, what people are saying in the Amazon reviews. You go through the reams of material the account team left in your office. You discover the bourbon you're working on is manufactured in a little town with a funny name. You point this out to your partner. Your partner keeps staring out the window at some speck in the distance. (Or is that a speck on the glass? Can't be sure.) He says, “Oh.” Down the hallway, a phone rings. Paging through an industry magazine, your partner points out that every few months the distillers rotate the aging barrels a quarter turn. You go, “Hmm.” On some blog, you read how moss on trees happens to grow faster on the sides that face a distillery's aging house. Now that's interesting. You feel the shapeless form of an idea begin to bubble up from the depths. You poise your pencil over the page…and it all comes out in a flash of creativity. (Whoa. Someone call 911. Report a fire on my drawing pad 'cause I am SMOKIN' hot.) You put your pencil down, smile, and read what you've written. It's complete rubbish. You call it a day and slink out to see a movie. This process continues for several days, even weeks, and then one day, completely without warning, an idea just shows up at your door, all nattied up like a Jehovah's Witness. You don't know where it comes from. It just shows up. That's how you come up with ideas. Sorry, there's no big secret. That's basically the drill.”
“Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem.”13”
“In just a few more years, the current homogenized ‘voice’ of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.…[C]ompanies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.”4”
“The things about yourself you fear are the most personal are also the most universal.” Trust”
“You cannot pursue greatness and comfort at the same time.”
“A brand isn't just the name on the box. It isn't the thing in the box, either. A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.”
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