Tweetables

Snackable marketing- and branding sound bytes, which are more or less debatable, but definitely too scantily contemplated:

A brand is the sum of all perceptions about a company, product or service — creating a set of expectations between it and the consumer.

95% of what consumers do is driven by non-conscious cognitive processing. The best marketers know WHY consumers do WHAT they are doing.

Strong brands are distinctive, preferable, consistent, sustainable, memorable and authentic.

Brand assets are tangible and intangible, explicit and implicit attributes perceived in people's hearts and minds.

Communication context defines the environment when and where a consumer is most receptive to a message.

Brand experience is a driver for brand preference. The best brands only make promises their experience can actually deliver.

The only strategy a consumer experiences is execution.

Without a call to action, a message is just an option, failing to engage with the consumer.

“One cannot not communicate.” — Paul Watzlawick.
Any company trying to respond to a PR scandal with silence, will quickly realize this basic axiom holds true not only for people, but also for brands.

“Strategy is an integrated set of choices that positions the business in its industry so as to create sustainable advantage relative to competition and superior financial returns.” — Michael Porter

Strategy defines a specific set of choices about what to do and how to allocate resources to accomplish an objective. Importantly, it also defines what NOT to do.

“Culture eats strategy for breakfast.” — Peter Drucker.
But not just because execution is everything. Strategy implementation can be mindless, derelict, even unethical, thereby rendering the strategy null.

Winning without good strategy is good luck, and sooner rather than later you will run out of it…

Quotes from smart people, that have inspired marketers, brand builders and business leaders all over the world:

“You can't build a reputation on what you are going to do.” — Henry Ford

“Either write something worth reading, or do something worth writing about.” — Benjamin Franklin

“Brand is not what you say it is. It's what they say it is.” — Marty Neumeyer

“Products are made in a factory, but brands are created in the mind.” — Walter Landor

“Form follows function — that has been misunderstood. Form and function should be one, joined in a spiritual union.” — Frank Lloyd Wright

“After a certain high level of technical skill is achieved, science and art tend to coalesce in esthetics, plasticity and form. The greatest scientists are artists as well.” — Albert Einstein

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou

“In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” — Charles Darwin

“Master the topic, the message, and the delivery.” — Steve Jobs

“It's quite fun to do the impossible.” — Walt Disney

“I have not failed. I’ve just found 10,000 ways that won’t work.” — Thomas Edison

“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” — Albert Schweitzer

“The secret of change is to focus all of your energy not on fighting the old, but on building the new.” — Socrates

“Empathy is seeing with the eyes of another, listening with the ears of another, and feeling with the heart of another.” — Anonymous

“A genuine leader is not a searcher for consensus but a molder of consensus.” — Martin Luther King Jr.

“If your actions inspire others to dream more, learn more, do more, and become more, you are a leader.” — John Quincy Adams

“We dream in narrative, daydream in narrative, remember, anticipate, hope, despair, believe, doubt, plan, revise, criticize, gossip, learn, hate, and love by narrative.” — David Schiffrin

Maybe one day, I’ll also have a smart thing or two to say. For now, it’s this:

Nic Brandenberger

How To Become (More) Customer Centric https://t.co/OVwS2g0yN0
Dec 23, 2020, 5:47 PM
Nic Brandenberger

Google Home or Google Nest? The #brand team working on the @Google #brandarchitecture needs a bit of market orient… https://t.co/ihX4p3oiUP
Nov 24, 2020, 9:38 PM
Nic Brandenberger

It required a global pandemic for #brands to realize that #customercentricity actually means to really, truly *care… https://t.co/ZazDrqgT0N
Nov 17, 2020, 1:57 PM
Nic Brandenberger

"The best work emerges in service of people, the products they need and love, and the brands they trust to deliver… https://t.co/r9iauNZFY1
Oct 28, 2020, 12:41 PM
Nic Brandenberger

Watch out for these 5 signs your marketing is outdated https://t.co/pBewASuxfT
Oct 21, 2020, 6:42 PM
Nic Brandenberger

Strong brands are distinctive, preferable, consistent, sustainable, memorable and authentic.… https://t.co/HgyrV3gW94
Oct 21, 2020, 6:15 PM
Nic Brandenberger

RT @AdFreak: ‘The hardest commercial I have ever edited.’ — How Nike created its split-screen masterpiece:… https://t.co/9Ng3AbC9LC
Oct 16, 2020, 2:55 PM
Nic Brandenberger

5 signs your marketing is old-school https://t.co/Hu2mSUEqyG Nic Brandenberger
Oct 14, 2020, 5:51 PM
Nic Brandenberger

Contrary to popular belief, #brand is *not* a #marketing discipline. Basic brand building knowledge should be a ho… https://t.co/zqdhMRbESj
Oct 13, 2020, 1:01 PM
Nic Brandenberger

RT @BinetLes: For the last six years, we’ve experimenting with share of search as a tracking metric. It’s fast, cheap & predictiv… https://t.co/PRzIRNFpSo
Oct 7, 2020, 5:31 PM