- Conventional Wisdom
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- Nov 07, 2020
John Quelch Quotes
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- Last Updated on May 30, 2021
- He
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- Nov 07, 2020
You certainly don't want to market the president as if he or she were a box of breakfast cereal.
- Brand
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- Nov 07, 2020
When we're talking about brand, we're talking about what does the brand stand for. And when we're talking about approval, we're talking about whether or not I approve of what the brand stands for.
- Brand
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- Nov 07, 2020
The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market.
- Changes
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- Nov 07, 2020
Consumer behaviour changes in a glacial fashion.
- Family
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- Nov 07, 2020
Changing our consumer behaviour is similar to quitting smoking. Unless people are shocked into doing it, either by social disapproval or family disapproval or fear of the medical consequences, they'll just keep on smoking.
- Coca-Cola
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- Nov 07, 2020
Coca-Cola is an American icon.
- Nov 07, 2020
You have to be willing to totally immerse yourself in China in order to have in-depth exposure to China.
- Food
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- Nov 07, 2020
Product downsizing in the face of inflation in order to maintain retail price points has long been used by food companies, notably manufacturers of candy.
- Rising
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- Nov 07, 2020
In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation.
- Good
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- Nov 07, 2020
When times are good, there is budget available for increased research on secondary products or customers.
- Cement
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- Nov 07, 2020
Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop.
- Political Speech
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- Nov 07, 2020
The FTC doesn't regulate political speech.
- Drink
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- Nov 07, 2020
Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.
- Business
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- Nov 07, 2020
The only thing you need to set up a business school is a warm body and a piece of chalk.
- Know
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- Nov 07, 2020
Instead of being focused on teaching what we already know, we now have to be focused on creating new knowledge that is China-based, because it's absolutely clear that China is going to shift from a production economy to a knowledge economy.
- Different
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- Nov 07, 2020
The skills associated with knowledge creation are totally different from the skills associated with production.
- Image
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- Nov 07, 2020
The president can't succeed without Congress, and Congress can't succeed without the president. The image of one depends on the image of another. It is not a zero-sum game.
- Business
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- Nov 07, 2020
The federal government should not be in the business of initiating and administering short-term incentive programs designed to shape consumer purchase behavior.
- Differentiated
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- Nov 07, 2020
Any small business that's predicated on technological innovation and is differentiated and superior can expand globally very effectively using the Internet as a vehicle for promotion.
- Better Off
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- Nov 07, 2020
The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.
- Marketing
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- Nov 07, 2020
When you have a CEO who is an ex-CMO, that is going to put the marketing tool kit front and center.
- Needs
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- Nov 07, 2020
There are distinct categories of consumers, each of which needs to be addressed in a different way.
- People
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- Nov 07, 2020
Younger people obviously are more likely to openly express their political affiliations in terms of gear.
- Commitment
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- Nov 07, 2020
A company's commitment to searching out potential blockbusters and then investing in marketing to convert potential to reality attracts and retains top scientists and creatives.
- People
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- Nov 07, 2020
You have lines of people outside Apple stores waiting for the latest iPhone, which adds to the hype around new product launch. So scarcity has value not just in its own right, but as a basis for free PR - it can become a story on the nightly news.
- Direct Way
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- Nov 07, 2020
The Trump brand is complicated because it conflates a personal brand with a corporate brand. That means that the Trump persona affects the corporate reputation in a more direct way than, say, Richard Branson's actions affect Virgin.
- Impossible
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- Nov 07, 2020
It's impossible for any institution to compete unless you can afford world class faculty.
- Business
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- Nov 07, 2020
It's pretty challenging in a small country to develop a business school with a world-class reputation because of the problem of attracting a critical mass of top-class researchers.
- Off
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- Nov 07, 2020
Paying extra for prime placement can often pay off.
- Power
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- Nov 07, 2020