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The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.

Philip Kotler

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Philip Kotler
Age: 93
Born: 1931
Born: May 27
Author
Businessperson
Economist
Mathematician
University Teacher
Writer
Chicago
Illinois
Especially
Smaller
Numbers
Limited
Focus
Firm
Issues
Develop
Issue
Firms
Areas
Branding
Keys
Superb
Number
Expertise

More quotes by Philip Kotler

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Most of the productivity gains appear to go to the top 1 percent. Most people don't have enough income and as a result, they borrow additional money by using their credit card and they fall into high debt. The result of the growing income gap is a slower growing GDP (too few people with money to spend) and a rising tide of indebtedness.
Philip Kotler
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Whenever someone wonders how I could have written 57 books, I remind them that Isaac Asimov wrote 500 books.
Philip Kotler
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Every company should work hard to obsolete its own product line - before its competitors do.
Philip Kotler
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In working on any one problem, such as higher minimum wages, so many other issues come into play, such as some businesses possibly closing down, thus creating fewer jobs and more unemployment and incentivizing companies to import more goods from abroad, which leads to even less employment at home, and so on.
Philip Kotler
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My parents, and their interest in making the world a better place for more people inspired me.
Philip Kotler
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Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
Philip Kotler
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Strategy is indeed about choosing what not to do as well as what to do. A business unit needs to decide what need it aims to satisfy in what group of people and with what value proposition that distinguishes the business from its competitors.
Philip Kotler
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Poor firms ignore their competitors average firms copy their competitors winning firms lead their competitors.
Philip Kotler
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In America, we are not lacking solutions. We are lacking a two-party system that is willing to agree on solutions. Part of this is due to rigid ideological positioning that substitutes for really thinking about the facts and solutions.
Philip Kotler
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Many great ideas need refreshment and deeper analysis. Freedom, for example, is a great idea but it has become a cliché.
Philip Kotler
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People are more comfortable with the familiar. It takes selling a big dream that comes with excellent income possibility to get someone to leave his or her comfort zone.
Philip Kotler
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Your company does not belong inmarkets where it cannot be the best.
Philip Kotler
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Every business is a service business. Does your service put a smile on the customer's face?
Philip Kotler
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The best advertising is done by satisfied customers.
Philip Kotler
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The theory of marketing is solid but the practice of marketing leaves much to be desired.
Philip Kotler
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CEOs need to produce continuous growth in sales and profits. Yet they must also invest in sustainability and social responsibility, which then leave them less money for financing their growth.
Philip Kotler
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There is no such thing as a commodity. It is simply a product waiting to be differentiated.
Philip Kotler
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Good companies will meet needs great companies will create markets.
Philip Kotler
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In fact, Capitalism has a vested interest in creating new wants and making people unhappy until they acquire the next good.
Philip Kotler
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People who lack material wealth, who are poor, won't be very happy. They will be obsessed with meeting their bills at pay day. And people who have an abundance of material goods are often not happy.
Philip Kotler