Steve McKee > Quotes

“Asking a consumer about his opinion of your advertising is like asking a deer about the best way to hunt it.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“If you expect too much too soon (especially on a limited budget), you’re sure to be disappointed.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“The more you build brand equity, the less of it you own.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“BRANDS GET THE advertising they deserve, regardless of how good the agency with which they partner is.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“Branding isn’t just about creating impressions or getting attention.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“the principles of power branding aren’t mysteries; in fact, they reflect the principles of any healthy relationship. To paraphrase the title of a famous book, just about all you need to know about branding you learned in kindergarten.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“Performance. Imagination. Motivation. These aren’t branding ideas; they’re business ideas that have branding implications.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“if you don’t invest in your brand, don’t expect consumers to.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“If you start playing the discount card too much, you’re sending a signal that you don’t believe your brand is worth the price. And if you don’t believe it, who will?”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“just about all you need to know about branding you learned in kindergarten.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“In fact, some 20 percent of the top 100 brands in Interbrand’s study are primarily or exclusively B2B.1”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands

“When it comes to competitive and comparative advertising, there are a couple of easy rules. First, if you’re bigger/badder/more successful than the other brand, never mention its name. Why use your valuable branding resources to build awareness of your competition, regardless of what you’re saying about them? Plus, when a big guy picks on a little guy it looks like bullying, and consumers have a reflexive dislike of bullies.”
― Steve McKee, Power Branding: Leveraging the Success of the World's Best Brands