八月 082011


A product is only as good as it does.

Real value for the consumer in a product is a result of functional
performance benefits ﹣ rather than benefits that are “cosmetic" or based on imagery.
產品對消費者的真正價值在乎其功能上的效益 – 多於表面上的益處或構想出來的益處。

The best is never good enough.

Once you have improved a product, improve it again.

Consumers buy products, but they choose brands.

Consumers form relationships with brands, not products, and not corporations. The performance of the product, what it does and how it does it, is the core identity of the brand. But the brand also has a distinctive personality and character that makes an emotional and trust based connection with the consumer and distinguishes it from competitive brands.