Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.
Philip KotlerRead
The art of marketing is the art of brand building. If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
Interpretation
What this quote means
Successful marketing focuses on building a strong brand rather than simply reducing prices.
This quote by Philip Kotler emphasizes that effective marketing involves creating and nurturing a brand identity. When a company fails to build a brand, it risks being perceived merely as a commodity, where competition revolves solely around price, allowing the lowest-cost provider to dominate the market.
Themes
MarketingBrandingIdentityCommodityBusiness
In practice
Example use cases
In a marketing conference, when discussing strategies, one might quote Kotler to highlight the importance of branding.
More from Philip Kotler
All quotes →Marketing is becoming a battle based on information than on sales power.
Philip KotlerRead
Marketing is a race without a finishing line
Philip KotlerRead
The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.
Philip KotlerRead
Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
Philip KotlerRead
Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.
Philip KotlerRead
Similar quotes
In marketing you must choose between boredom, shouting and seduction. Which do you want?
Roy H. WilliamsRead
Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging seek to fulfill, the more coercive the force.
Virginia PostrelRead
Great advertising, in and of itself, becomes a benefit of the product.
George LoisRead
You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
William BernbachRead
People can see themselves in a story much easier than they can see themselves in a hypothetical situation that a brand might present to them. So telling stories to build a relationship with your audience is usually far more effective than other methods of marketing or publicity.
Lewis HowesRead
Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.
Gary VaynerchukRead