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 βMarketing 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
Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William BernbachRead
Free publicity and word of mouth is probably the best and cheapest form of advertising. Learn to use it to your advantage.
Richard BransonRead
Content marketing is the only marketing left
Seth GodinRead
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
William BernbachRead
Kodak sells film, but they don't advertise film; they advertise memories.
Theodore LevittRead
If you have more money than brains, you should focus on outbound marketing, If you have more brains than money, you should focus on inbound marketing.
Guy KawasakiRead