Scott Bedbury Quotes

• A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.

  Scott Bedbury

  Inspiración, Agradecimiento, Empresa

  "If the name fits ....", www.theguardian.com. January 7, 2001.

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• A great brand taps into
  emotions. Emotions drive most, if not all, of our decisions.
  A brand reaches out with a powerful connecting experience.
  It's an emotional connecting point that transcends the
  product.

  Scott Bedbury

  Powerful, Emotional, Decision

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• A great brand is a story that's never completely told.

  Scott Bedbury

  Stories, Branding, Brands

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• The best brands never start out with the intent of building a great brand. They focus on building a great – and profitable – product or service and an organization that can sustain it.

  Scott Bedbury

  Organization, Focus, Building

  Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.33, Penguin

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• Branding is everything - and I mean everything.

  Scott Bedbury

  Mean, Branding

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• Por cada declaración grandiosa y bien redactada del Director General, la marca también se define por comentarios irrisorios de los consumidores escuchados en un pasillo o en un chat de Internet. Las marcas son esponjas de contenidos, de imágenes, de sentimientos fugaces. Se convierten en conceptos psicológicos retenidos en la mente del público, donde pueden permanecer para siempre. Como tal, no se puede controlar totalmente una marca. En el mejor de los casos, sólo se puede orientar e influir en ella.

  Scott Bedbury

  Forever, Feelings, Mind

  Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.39, Penguin

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• Advertising, if it is any good, should help to confirm what already is, not what should be.

  Scott Bedbury

  Helping, Advertising, Should

  Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.14, Penguin

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