"The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity."

Philip Kotler Literature See all quotes by Philip Kotler →

React to this quote

More by Philip Kotler

“Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.”

“The sales department isn't the whole company, but the whole company had better be the sales department.”

“The good news is that marketing takes a day to learn. The bad news is that it takes a lifetime to master!”

“Good companies will meet needs; great companies will create markets.”

“No company in its right mind tries to sell to everyone. Gillette does not try to sell razor blades to preteens, and Kimberly-Clark doesn't try to sell its Huggies to childless families. A savvy steel company doesn't try to sell steel to every steel-using company.”

“Good mission statements focus on a limited number of goals, stress the company’s major policies and values, and define the company’s major competitive scopes. These include:”

Resonant Thoughts

"The long, extended play sessions of my youth were essential to the creator I am today. It helped exercise those world-building and problem solving pathways in my brain, and in turn enabled access to t…"

— Walter Wick

Art1953

#art

"The Prelude to Tristan and Isolde reminds me of the old Italian painting of a martyr whose intestines are slowly unwound from his body on a reel."

— Eduard Hanslick

Philosophy1825–1904

#art

"Transnational corporate networks, and their resulting spatial patterns, are always in a continuous state of flux. At any one time, some parts may be growing rapidly, others may be stagnating, others m…"

— Peter Dicken

Economics1938

#art

"There a feeling of recognition, as of meeting an old friend, which comes to us all in the face of great artistic experiences. I had the same experience when I first heard an English folksong, when I f…"

— Ralph Vaughan Williams

Music1872–1958

#art