1. When you are marketing a drinks brand, it can take over your life.

Andrew Allan (b.1964) British e-commerce executive. “Drinks” means “beverage”. Marketing (September 2000)

2. Brand stewardship.

Charlotte Beers (b.1935) U.S. advertising executive and former under secretary of state for public diplomacy and public affairs in the U.S. government. Annual report (1996)

3. It…involves a marketing dilemma: how can we establish a mainstream brand identity while maintaining our strength in the Indian restaurant market.

Karan Bilimoria (b.1962) Indian entrepreneur and founder of Cobra. Referring to Cobra beer. Sunday Times (London) (October 2000)

4. Hiccups in the international business scene are not new to us. Wedgwood china has survived upheavals before- the Napoleonic Wars, the Franco-Prussian War, the world wars. We do have a sense of continuity.

Arthur Bryan (b.1923) British chairman of Josiah Wedgwood & Sons Ltd. New York Times (March 30, 1980)

5. If I’m Philip Morris or R.J. Reynolds I’d go celebrate, because I know whatever brands I have now will never be seriously challenged by a new product.

Clive Chajet (b.1937) U.S. management consultant. “Deal Won’t Extinguish Tobacco Advertising,” USA Today (1997)

6. What’s being created is a very large group of consumers who are loyal to coupons not brands.

Len Dayham, U.S. author. Referring to the tendency of sales promotions to weaken loyalty to individual brands. Advertising Age (August 1983)

7. What we’re really selling here is the name Walt Disney.

Walt Disney (1901-66) U.S. entertainment entrepreneur and founder of the Walt Disney Company. Internal memo (1939)

8. We know that for many people it is because of perceptions of the past. Debenhams is still a well-kept secret.

Belinda Earl (b.1961) British retail executive. Referring to Debenham’s lack of strong brand image. Sunday Times (London) (September 2000)

9. The name Disney is one of the world’s most powerful brands.

Michael Eisner (b.1942) U.S. chairman and C.E.O. of the Disney Corporation. Speech (April 1996)

10. Does the consumer really know who you are, or are they buying the brand that is being promoted this week?

Robert Evans, U.S. chairman of Promotion Marketing Association of America. Advertising Age (1983)

11. As the retail trade consolidates, it will look more and more at big fresh brands that are constantly innovating.

Niall Fitzgerald (b.1945) British C.E.O. of Unilever and president of the advertising Association. Marketing (July 2000)

12. This is a violation of the brand and we’re not doing it.

Lou Gerstner (b.1942) U.S. chairman and C.E.O. of IBM Fortune (April 1997)

13. A lot of our communications have celebrated what we were not.

Rawdon Glover (b.1968) British marketing executive. Marketing (June 2000)

14. The world is first a Coke world, then an orange world, then a lemon-lime world.

Roberto Goizueta (1931-97) U.S. C.E.O. of Coca-Cola. Wall Street Journal (February 1997)

15. Familiarity is the culmination of successful brand building.

Robert Heller (b.1932) British management writer. Referring to research on brands carried out by the advertising agency Young & Rubicam. Goldfinger (1998)

16. Shoot my children if you ever see Howies in Marks & Spencer.

Dave Hieatt (b.1965) British founder of anticorporate marketing agency. Referring to the anticorporate sports brand, Howies Marketing (October 2000)

17. Brands were never really dead. Brands have always been about the relationship between product and user…A brand signals a set of expectations and a core understanding that drives everything.

Shelly Lazarus (b.1949) U.S. chairperson of Ogilvy & Mather Worldwide. Marketing News (2000)

18. With the strongest brands, the CEO owns the brand. It must be owned by someone, the higher in the company the better.

Shelly Lazarus (b.1949) U.S. chairperson of Ogilvy & Mather Worldwide. Marketing News (2000)

19. You can get fame quickly but we’re building a brand with depth and flavor.

Carl Lyons (b.1970) British marketing director of lastminute.com. Marketing (August 2000)

20. I think it’s quite clear that in the information age, the brand is what you compete on.

Andrew Neil (b.1949) British philosopher and broadcaster. Marketing (October 2000)

21. Truly great brands are far more than just labels for products; they are symbols that encapsulate the desires of consumers; they are standards that are held aloft under which the masses congregate.

Tony O’Reilly (b.1936) Irish executive chairman of Independent News & Media and former C.E.O. of Heinz Corporation. 1990. Speech, British Council of Shopping Centres. Quoted in Granta (Spring 1996)

22. Anybody who said that brands were irrelevant in the 1980s will be singing the blues in the next millennium.

Michael Ovitz (b.1946) U.S. movie agent and head of Disney. Fortune (1997)

23. Brands are all about trust. You buy the brand because you consider it a friend.

Michael Perry (b.1934) British business executive. Marketing (March 2000)

24. The white collar job as now configured is doomed. Soon. (“Downsizing” in the nineties will look like small change.) So what’s the trick? There’s only one: DISTINCTION. Or as we call it…turning yourself into a brand…Brand You.

Tom Peters (b.1942) U.S. management consultant and author. “Work Matters!” movement manifesto, www.tompeters.com (September 1999)

25. You, me, all of us, must turn ourselves into distinctive one-person Brands.

Tom Peters (b.1942) U.S. management consultant and author. “Work Matters!” movement manifesto, www.tompeters.com (September 1999)

26. For lots of big companies, their brand is worth so much to them that they can’t endanger their reputation for being a quality company without really endangering their business performance.

Clare Short (b.1946) British politician. Management Today (November 1999)

27. When you build a brand it is often tempting to force-fit success-you want it to jump and you want it to jump first.

Ric Simcock (b.1965) British advertising executive. Marketing (September 2000)

28. If we had launched Orange in the U.S., which is considered the home of branding, it would never have worked.

Hans Snook (b.1948) German chairman of Carphone Warhouse and former C.E.O. of Orange. Sunday Times (London) (June 2000)

29. Running a media brand is about harnessing the value of people…journalists, DJs, editors-all of them are the brand.

Vijay Solanki (b.1969) Kenyan marketing executive, Marketing (August 2000)

30. I’m a brand.

Martha Stewart (b.1942) U.S. chairperson of Martha Stewart Living Omnimedia. People magazine (1995)