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THE END OF ADVERTISING AS WE KNOW IT

From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've read. This presentation shares "money quotes" from Segio Zyman's classic marketing book, THE END OF ADVERTISING AS WE KNOW IT.

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BIZ BOOK MONEY QUOTES THE END OF  ADVERTISING AS WE KOW IT SERGIO ZYMAN C L A S S I C S E D I T I O N
BIZ  BOOK  MONEY  QUOTES “ Advertising is a lot more than television commercials—it includes branding, packaging, celebrity spokespeople, publicity, customer service, the way  you treat your employees …” THE END OF ADVERTISING…   SERGIO ZYMAN C L A S S I C S E D I T I O N
“ Advertising is not an art form. It’s about selling more stuff more often to more people for more money. Success is the result of a scientific, disciplined process, and every single expenditure must generate a return.” THE END OF ADVERTISING…   SERGIO ZYMAN BIZ  BOOK  MONEY  QUOTES C L A S S I C S E D I T I O N
“ If you don’t keep giving customers reasons to buy from you, they won’t.” THE END OF ADVERTISING…   SERGIO ZYMAN BIZ  BOOK  MONEY  QUOTES C L A S S I C S E D I T I O N
THE END OF ADVERTISING…   SERGIO ZYMAN “ My definition of advertising is everything.” BIZ  BOOK  MONEY  QUOTES C L A S S I C S E D I T I O N
“ In short, everything you do communicates something about your brand to your customers and prospective customers.” THE END OF ADVERTISING…   SERGIO ZYMAN BIZ  BOOK  MONEY  QUOTES C L A S S I C S E D I T I O N
Ad

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THE END OF ADVERTISING AS WE KNOW IT

  • 1. BIZ BOOK MONEY QUOTES THE END OF ADVERTISING AS WE KOW IT SERGIO ZYMAN C L A S S I C S E D I T I O N
  • 2. BIZ BOOK MONEY QUOTES “ Advertising is a lot more than television commercials—it includes branding, packaging, celebrity spokespeople, publicity, customer service, the way you treat your employees …” THE END OF ADVERTISING… SERGIO ZYMAN C L A S S I C S E D I T I O N
  • 3. “ Advertising is not an art form. It’s about selling more stuff more often to more people for more money. Success is the result of a scientific, disciplined process, and every single expenditure must generate a return.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 4. “ If you don’t keep giving customers reasons to buy from you, they won’t.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 5. THE END OF ADVERTISING… SERGIO ZYMAN “ My definition of advertising is everything.” BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 6. “ In short, everything you do communicates something about your brand to your customers and prospective customers.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 7. “ Traditional advertising that only entertains doesn’t work, and companies that don’t get wise to this are going to fail. I tell people that awareness — which is what most ads are designed to increase — doesn’t get you sales.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 8. “ Awareness doesn’t sell. All it does is get you in the consideration set. And then you have to sell.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 9. “ Marketing isn’t about the ad; it’s about communicating the benefits and features of a product or service in a way that will make customers feel their life is easier or simpler because of it.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 10. “ Simply put, the goal of advertising is to sell more stuff to more people for more money.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 11. “ A brand is essentially a container for a customer’s complete experience with the product and the company.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 12. “ A brand simplifies the buying process by differentiating a product on something besides price.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 13. THE END OF ADVERTISING… SERGIO ZYMAN “ A brand is the company’s link to the likes, wants, and needs of its customers.” BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 14. “ The big issue facing your business today is how to differentiate yourself from your competition in a way that’s relevant and meaningful to consumers.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 15. “ Being different from your competitors is critical. Differences can motivate people and can influence their decisions.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 16. “ If you can get your customers to prefer your product or service on the basis of more than just the product or service itself, you’ve got it made.” THE END OF ADVERTISING… SERGIO ZYMAN BIZ BOOK MONEY QUOTES C L A S S I C S E D I T I O N
  • 17. BIZ BOOK MONEY QUOTES THE END OF ADVERTISING AS WE KOW IT SERGIO ZYMAN C L A S S I C S E D I T I O N