Advertising doesn't create a product advantage. It can only convey it.
William BernbachRead
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
Interpretation
What this quote means
A brand's identity is shaped by consumer perceptions rather than just marketing messages. Consumers' conversations and opinions define a brand's image.
This quote by Scott D. Cook emphasizes the shift from traditional marketing, where brands dictated their own messages, to a more consumer-driven reality where the perception of a brand is largely formed by customer experiences and communications. In today’s interconnected world, the voice of the consumer has become paramount, making it essential for brands to listen and respond to what people are saying about them, as these collective opinions can significantly influence a brand's success or failure.
Themes
BrandConsumerPerceptionIdentityCommunication
In practice
Example use cases
During a marketing conference, one might quote this to highlight the importance of consumer feedback in building a brand.
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