David F. D'Alessandro Quotes
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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.
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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.
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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.
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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.
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Brand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself.
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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.
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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.
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It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand.