While the importance of a strong brand is widely understood, nothing is as misunderstood in American business as the question of how to use it. David F. D'Alessandro More Quotes by David F. D'Alessandro More Quotes From David F. D'Alessandro Brand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself. David F. D'Alessandro communicate want stuff It is not easy to build a great brand. It takes leadership to persuade the rest of the company to follow your vision. It takes an artistic sense of proportion and timing. It takes a ruthless willingness to distinguish yourself from competing brands and, hopefully, bury them in the process. David F. D'Alessandro timing artistic vision Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity. David F. D'Alessandro stressed three identity Every brand builder will face a million temptations to obscure, dilute, or confuse his or her brand message. These temptations fall under two general headings: boredom and the desire for growth. David F. D'Alessandro boredom two fall The truth is the best brands, like the most interesting people, have a keen sense of self. David F. D'Alessandro self people interesting A strong brand is the only thing that can tip the balance of power between distributors and a manufacturer back into the manufacturer's favor. David F. D'Alessandro balance favors strong Finding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature. David F. D'Alessandro enjoyable human-nature excuse The real lesson Orville (Redenbacher) taught me was the power of a good brand to trump all rhyme or reason in the marketplace. David F. D'Alessandro taught lessons real A business based on brand is, very simply, a business primed for success. David F. D'Alessandro brands Do not allow your enemy to define you. Because if you allow yourself to be defined negatively, nothing positive you say about yourself will register. David F. D'Alessandro about-yourself register enemy It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand. David F. D'Alessandro fairs brands people The great lesson of the Internet revolution is not that people never want personal service, just that they won't pay for personal service that does not add real value to the transaction. David F. D'Alessandro real doe people
