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
Brand is not what you say it is. It’s what they say it is.
Interpretation
What this quote means
A brand's identity is shaped more by public perception than by the company's own message.
Marty Neumeier's quote emphasizes the idea that a brand is ultimately defined by the perceptions and experiences of its customers and the public, rather than the statements and promises made by the company itself. This highlights the importance of listening to customer feedback and engaging authentically with the audience to create a meaningful brand identity.
Themes
BrandPerceptionIdentityCustomersPublic
In practice
Example use cases
In a marketing presentation, to highlight the importance of customer feedback.
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