Capsule 18: Physics of Brand Quotes

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood.

This week, our Capsule 18 features some of our favorite quotes from The Physics of Brand.

18. "We laughed at the odd realities of our profession. There were more than 2 million registered trademarks worth trillions of dollars on global stock exchanges, supported by more than 600 billion in annual spending on research, design, promotion and advertising. Yet, there was no consensus on why brands add value, what a brand is or how branding even works. It seemed oxymoronic.” pg 7

17. “As people, we believe that trust is as black and white as a light switch in a coal mine: we either do or don’t trust a brand or someone. Yet, in fact, trust is more contextual and contains more shades of gray than Pantone could imagine.” pg 53

16. “We see a brand as a noun, an intangible asset for the owner and container of trust for the customer. We believe branding happens whenever people and brands meet in time and space. Branding is active, a verb, the interaction between a brand and human beings.” pg 9

15. “Engagement is increasingly seen as being more important than mass-media impressions in this brave, new brand world. Time-based metrics are now more common for brand managers, replacing older metrics such as impressions, reach, and frequency. Emotional, full-sensory moments are more important than raw mass of time spent with a brand.” pg 39

14. “We use concepts of physics to describe how brands and people move through time and space. Brands are examined through a systems perspective, examining multiple interdependencies. Brands and people are colliding daily in time and space, and we have new tools to measure these collisions. If you can measure something, you can manage it.” pg 12

13. “When time becomes memorable, it turns into a moment. Experiences that are emotional, social, and multi sensory increase the likelihood of becoming a moment.” pg 36

12. “History brings meaning to a brand. And similar to a person, the more depth of meaning, the more interesting the individual. Heritage brands provide insight into the relationship between the brands and the masses.” pg 38

11. “Enduring mass comes from increasing product usage through a superior experience.” pg 40

10. “When customers become friends, you don’t have to pay many brand handlers. Costco’s members are their best ads.” pg 7

9. "The important piece is knowing your brand is alive much sooner than most think. And similar to raising a child, those early years are critical. You are a parent, and with this birth comes responsibility and opportunity." pg 26

8. "In a world of choice, wants become needs, and brands become merit badges." pg 138

7. “People and brand owners meet ups in a dance of decisions: people bring their energy, beliefs, and desires when they consider brand offerings, and brand owners make their branding investment and pricing decisions. This dance of electricity leads to action, and action leads to sales.” pg 16

6. "Make sure everyone in your organization understands the concepts of a brand and branding through customer experience. Make sure everyone in your organization understands the concepts of a brand and branding through customer experience. No, this was not a typo -- we meant to repeat it" pg 182

5. "If you only see a human being as a consumer, shopper, buyer, or other transactional title, you're missing a chance at creating depth and dimension" pg 29

4. nbsp;“Many people have forgotten the original purpose of a brand. A brand is a container of trust. We may be able to blame our society’s prolific and sometimes confusing interpretations of the word brand, leading to a gaggle of brand definitions.” pg 20

3. "Today, the dull roar of a restaurant is an unspoken indication of popularity. Just try to have a quiet conversation in the most popular restaurant in your city. Sound is both a blunt instrument and a subtle indicator of a brand's social popularity" pg 98

2. “Big ideas aside, people are central to our thinking. We don’t call people ‘consumers’ or see customers as a target market. These terms are dusty relics of an industrial economy. Brands live or die in memory, and brands cannot live without people.” pg 8

1. “We see a brand as a noun, an intangible asset for the owner and container of trust for the customer. We believe branding happens whenever people and brands meet in time and space. Branding is active, a verb, the interaction between a brand and human beings.” pg 9