Quote / Unquote

21st August 2018

Many business leaders and marketers have given us great quotes that make us reflect upon what we do. Here you’ll find some of those that resonate most with us at Financial Marketing, categorised under the 4Rs: Relevant, Remarkable, Reputational and Real.

Relevant
“Marketing is the art of meaningful differentiation.” – John Lederer
“A brand is a set of differentiating promises that link a product to its customers.” – Stuart Agres
“To uncover hidden category needs, don’t ask ‘How can I differentiate my brand from its competition?’ but rather ask ‘What are the unmet needs that no brand is addressing?’” – Janine Keogh

Remarkable
“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. Remarkable marketing is the art of building things worth noticing right into your product or service.” – Seth Godin
“Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” – Peter Drucker
“To me, marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.” – Steve Jobs

Reputational
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffett
“Ordinary people can spread good and bad information about brands faster than marketers.” – Ray Johnson

Real
“It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth.” – Harry Beckwith
“A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment.” – Scott Talgo
“A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” – Michael Eisner