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" Mention health in most companies, and the cost of health insurance is what comes to mind, not how the company can invest to prevent further escalation in societal health care costs. "

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" 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. "

John Quelch

Early

Trying

Research

" 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. "

John Quelch

Time

Brand

" You certainly don't want to market the president as if he or she were a box of breakfast cereal. "

" Every company, large and small, has an impact on health. "

" Consumers around the world are excited to share common experiences. "

" Obama and Clinton make an interesting contrast in brands. "

" If I ask for money, all I get is advice. But if I ask for advice, I end up getting money. "

" The skills associated with knowledge creation are totally different from the skills associated with production. "

" When times are good, there is budget available for increased research on secondary products or customers. "

" It's impossible for any institution to compete unless you can afford world class faculty. "

" Personal brand equity erodes much faster than corporate brand equity. "

" 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. "

" It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. "

" If you have market power like Nike, you can set terms that are much tougher because athletes value the endorsement of Nike - it means as much to them as it does to the company. "

John Quelch

Nike

Value

" There are distinct categories of consumers, each of which needs to be addressed in a different way. "

" 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. "

" View health as an investment, not an expense. "

" The opinions of a convenience sample... may not represent all users. "

" The only thing you need to set up a business school is a warm body and a piece of chalk. "

" 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. "

" Ease of navigation is important in both physical and virtual space. "

" 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. "

" What you don't do is contacting someone you haven't reached out for 10 years and asking for money. "

" The federal government should not be in the business of initiating and administering short-term incentive programs designed to shape consumer purchase behavior. "

" In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation. "

" The FTC doesn't regulate political speech. "

" Consumer behaviour changes in a glacial fashion. "

" There are a lot of thought leaders who don't want to see their students. We don't want to hire them. If students are allured to come to the school because of famous faculties, and if they never see them, that leaves very bad taste. "

" When you have a CEO who is an ex-CMO, that is going to put the marketing tool kit front and center. "

" 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. "