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

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

" Consumer behaviour changes in a glacial fashion. "

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

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

" 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. "

" 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. "

" Every time there is a recession, consumers will typically be more cautious, more conservative, take more time, and make more serious price-performance trade-offs. "

" 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. "

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

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

" 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. "

" 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. "

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

" Coca-Cola is an American icon. "

" The FTC doesn't regulate political speech. "

Political Speech

" China is a very brand-intensive society. The reason that brands are so very important is that they are a way to signal social status. "

" Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market. "

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

" 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. "

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

" 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. "

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

" 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. "

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

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

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

" 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. "

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

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

" 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. "