--- title: "Meaning & Key Takeaway of: Being a great company is the new brand." description: "\"Being a great company is the new brand.\" — Alex Bogusky" image: "https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png" --- # Being a great company is the new brand. ![“Being a great company is the new brand.” quote by Alex Bogusky](https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png) [Download](https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png) [Open image](https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png) > “Being a great company is the new brand.” [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. He suggests that a company's reputation and purpose define its brand more than traditional branding tactics. **In simple terms:** Great companies become the brand themselves. Key Takeaway Focus on purpose, not just logo. Themes branding purpose company culture identity leadership Mood inspirational strategic optimistic Type business marketing When to use this quote - startup growth - brand redesign - employee engagement Key Concepts marketing organizational behavior strategy Questions to Reflect On - How does purpose translate to customer value? - What metrics show brand success? A Different Perspective Emphasizing purpose may neglect product quality or market fit. ★ ★ ★ ★ ★ No ratings yet [Brand](https://sms4smile.com/quotes/about/brand/) [Brands](https://sms4smile.com/quotes/about/brands/) [Business](https://sms4smile.com/quotes/about/business/) [Company](https://sms4smile.com/quotes/about/company/) [Company New](https://sms4smile.com/quotes/about/company-new-3053461/) [Customer](https://sms4smile.com/quotes/about/customer/) [Great company](https://sms4smile.com/quotes/about/great-company/) [Inspirational](https://sms4smile.com/quotes/about/inspirational/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [New Brand](https://sms4smile.com/quotes/about/new-brand-2394114/) ## Related quotes > [Read about your case of amnesia. Must be a new brand.](https://sms4smile.com/quotes/babe-ruth/read-about-your-case-of-amnesia-must-be-a-new-brand/) [Babe Ruth](https://sms4smile.com/quotes/author/babe-ruth/) > [The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the…](https://sms4smile.com/quotes/seth-godin/the-brand-of-the-future-is-patient-consistent-connected-and-trusted/) [Seth Godin](https://sms4smile.com/quotes/author/seth-godin/) > [I believe a great company, whether improving a sector or creating a new one, needs to have an excellent product or service at its…](https://sms4smile.com/quotes/richard-branson/i-believe-a-great-company-whether-improving-a-sector-or-creating-a/) [Richard Branson](https://sms4smile.com/quotes/author/richard-branson/) > [Brand is not what you say it is. It’s what they say it is.](https://sms4smile.com/quotes/marty-neumeier/brand-is-not-what-you-say-it-is-it-s-what-they-say-it-is/) [Marty Neumeier](https://sms4smile.com/quotes/author/marty-neumeier/) > [If you sell what you do, you're a vendor. If you sell why you do it, you're a brand.](https://sms4smile.com/quotes/simon-sinek/if-you-sell-what-you-do-you-re-a-vendor-if-you-sell-why-you-do-it-you/) [Simon Sinek](https://sms4smile.com/quotes/author/simon-sinek/) > [Brand names aren't important to me at all.](https://sms4smile.com/quotes/wiz-khalifa/brand-names-aren-t-important-to-me-at-all/) [Wiz Khalifa](https://sms4smile.com/quotes/author/wiz-khalifa/) > [For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or…](https://sms4smile.com/quotes/scott-bedbury/for-every-grand-and-finely-worded-statement-by-the-ceo-the-brand-is/) [Scott Bedbury](https://sms4smile.com/quotes/author/scott-bedbury/) > [When people use your brand name as a verb, that is remarkable.](https://sms4smile.com/quotes/meg-whitman/when-people-use-your-brand-name-as-a-verb-that-is-remarkable/) [Meg Whitman](https://sms4smile.com/quotes/author/meg-whitman/) > [A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.](https://sms4smile.com/quotes/martin-lindstrom/a-brand-is-an-emotional-construct-it-helps-you-to-project-an-image-to/) [Martin Lindstrom](https://sms4smile.com/quotes/author/martin-lindstrom/) > [When you take the U out of mourning, it's a brand new day!](https://sms4smile.com/quotes/john-edward/when-you-take-the-u-out-of-mourning-it-s-a-brand-new-day/) [John Edward](https://sms4smile.com/quotes/author/john-edward/) > [Your brand name is only as good as your reputation](https://sms4smile.com/quotes/richard-branson/your-brand-name-is-only-as-good-as-your-reputation/) [Richard Branson](https://sms4smile.com/quotes/author/richard-branson/) > [A brand is a storehouse of trust that matters more and more as choices multiply. People want to simplify their lives.](https://sms4smile.com/quotes/niall-fitzgerald/a-brand-is-a-storehouse-of-trust-that-matters-more-and-more-as/) [Niall FitzGerald](https://sms4smile.com/quotes/author/niall-fitzgerald/) > [A brand is a living entity-and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.](https://sms4smile.com/quotes/michael-eisner/a-brand-is-a-living-entity-and-it-is-enriched-or-undermined/) [Michael Eisner](https://sms4smile.com/quotes/author/michael-eisner/) > [My brand is a demography-breaker. It speaks to all homemakers and women from all walks of life and all across society.](https://sms4smile.com/quotes/sandra-lee/my-brand-is-a-demography-breaker-it-speaks-to-all-homemakers-and/) [Sandra Lee](https://sms4smile.com/quotes/author/sandra-lee/) > [In a fast-paced world, today's popular brand could be tomorrow's trivia question.](https://sms4smile.com/quotes/d-wayne-calloway/in-a-fast-paced-world-today-s-popular-brand-could-be-tomorrow-s/) [D. Wayne Calloway](https://sms4smile.com/quotes/author/d-wayne-calloway/) ## More by Alex Bogusky > [We try to 'self-medicate' ourselves against boredom with mobile phones in any given moment of free time.](https://sms4smile.com/quotes/alex-bogusky/we-try-to-self-medicate-ourselves-against-boredom-with-mobile-phones/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [I am expecting that consumers are going to continue and exert power and influence. The idea of radical transparency is something that few brands…](https://sms4smile.com/quotes/alex-bogusky/i-am-expecting-that-consumers-are-going-to-continue-and-exert-power/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [The old paradigm was pay to play. Now you get back what you authentically put in. You've got to be willing to play to…](https://sms4smile.com/quotes/alex-bogusky/the-old-paradigm-was-pay-to-play-now-you-get-back-what-you/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [Reinvent yourself. Repeat.](https://sms4smile.com/quotes/alex-bogusky/reinvent-yourself-repeat/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [I'm convinced that the greatness that matters more is the greatness people achieve through helping each other, through collaborating, more than the greatness that's…](https://sms4smile.com/quotes/alex-bogusky/i-m-convinced-that-the-greatness-that-matters-more-is-the-greatness/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [If you have to fear something, fear mediocrity.](https://sms4smile.com/quotes/alex-bogusky/if-you-have-to-fear-something-fear-mediocrity/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [Ideas are abundant. Practice giving your ideas away. If you hold onto ideas too tightly, you can convince people (and yourself) that you may…](https://sms4smile.com/quotes/alex-bogusky/ideas-are-abundant-practice-giving-your-ideas-away-if-you-hold-onto/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [If you're not having fun, you're doing it wrong.](https://sms4smile.com/quotes/alex-bogusky/if-you-re-not-having-fun-you-re-doing-it-wrong/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [You create a fearful culture where you spend a lot of time looking at where you screwed up,](https://sms4smile.com/quotes/alex-bogusky/you-create-a-fearful-culture-where-you-spend-a-lot-of-time-looking-at/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) > [Fear is the mortal enemy of creativity, innovation, and happiness.](https://sms4smile.com/quotes/alex-bogusky/fear-is-the-mortal-enemy-of-creativity-innovation-and-happiness/) [Alex Bogusky](https://sms4smile.com/quotes/author/alex-bogusky/) [Explore all 11 Alex Bogusky quotes ](https://sms4smile.com/quotes/author/alex-bogusky/) ## More Brand quotes > [What I love about Nivea is they're all about authenticity. The brand isn't pretending to be anything it isn't.](https://sms4smile.com/quotes/tessa-virtue/what-i-love-about-nivea-is-they-re-all-about-authenticity-the-brand/) [Tessa Virtue](https://sms4smile.com/quotes/author/tessa-virtue/) > [I have an office full of product from brands trying to be in videos and an inbox full of songs from artists, but at…](https://sms4smile.com/quotes/adam-kluger/i-have-an-office-full-of-product-from-brands-trying-to-be-in-videos/) [Adam Kluger](https://sms4smile.com/quotes/author/adam-kluger/) > [I'm drawn to the funny brand of comedy.](https://sms4smile.com/quotes/kaitlin-olson/i-m-drawn-to-the-funny-brand-of-comedy/) [Kaitlin Olson](https://sms4smile.com/quotes/author/kaitlin-olson/) > [Mahindra's brand strategy is about niches across areas of mobility.](https://sms4smile.com/quotes/anand-mahindra/mahindra-s-brand-strategy-is-about-niches-across-areas-of-mobility/) [Anand Mahindra](https://sms4smile.com/quotes/author/anand-mahindra/) > [I think the most important lesson isn't necessarily to try and write a different book every time, or to try and brand yourself and…](https://sms4smile.com/quotes/chris-bohjalian/i-think-the-most-important-lesson-isn-t-necessarily-to-try-and-write/) [Chris Bohjalian](https://sms4smile.com/quotes/author/chris-bohjalian/) > [In a fast-paced world, today's popular brand could be tomorrow's trivia question.](https://sms4smile.com/quotes/d-wayne-calloway/in-a-fast-paced-world-today-s-popular-brand-could-be-tomorrow-s/) [D. Wayne Calloway](https://sms4smile.com/quotes/author/d-wayne-calloway/) > [I've knocked out any number of Democrats using ads associating them with the brand toxicity of Reid, Pelosi, and Obama, and before that Ted…](https://sms4smile.com/quotes/rick-wilson/i-ve-knocked-out-any-number-of-democrats-using-ads-associating-them/) [Rick Wilson](https://sms4smile.com/quotes/author/rick-wilson/) > [I've got the hottest brand in the world.](https://sms4smile.com/quotes/donald-trump/i-ve-got-the-hottest-brand-in-the-world/) [Donald Trump](https://sms4smile.com/quotes/author/donald-trump/) > [I am an emotional and fragile person. I observe life, I am perceptive and can read a person's body language. I have a strong…](https://sms4smile.com/quotes/madhur-bhandarkar/i-am-an-emotional-and-fragile-person-i-observe-life-i-am-perceptive/) [Madhur Bhandarkar](https://sms4smile.com/quotes/author/madhur-bhandarkar/) > [Unfortunately, being a brand is really important nowadays.](https://sms4smile.com/quotes/rita-ora/unfortunately-being-a-brand-is-really-important-nowadays/) [Rita Ora](https://sms4smile.com/quotes/author/rita-ora/) > [I want Off-White to be a graphics-based brand.](https://sms4smile.com/quotes/virgil-abloh/i-want-off-white-to-be-a-graphics-based-brand/) [Virgil Abloh](https://sms4smile.com/quotes/author/virgil-abloh/) > [“Your names and your photos give you a unique identity. Make and maintain a good name in the hearts of people. Paint good photos…](https://sms4smile.com/quotes/israelmore-ayivor/your-names-and-your-photos-give-you-a-unique-identity-make-and/) [Israelmore Ayivor](https://sms4smile.com/quotes/author/israelmore-ayivor/) > [My brand is a demography-breaker. It speaks to all homemakers and women from all walks of life and all across society.](https://sms4smile.com/quotes/sandra-lee/my-brand-is-a-demography-breaker-it-speaks-to-all-homemakers-and/) [Sandra Lee](https://sms4smile.com/quotes/author/sandra-lee/) > [Topshop is the only brand I've ever collaborated with on a fashion collection.](https://sms4smile.com/quotes/kate-moss/topshop-is-the-only-brand-i-ve-ever-collaborated-with-on-a-fashion/) [Kate Moss](https://sms4smile.com/quotes/author/kate-moss/) > [My friends and I have always loved the Neutrogena brand and their ability to help inspire confidence. So when I found out I was…](https://sms4smile.com/quotes/miranda-cosgrove/my-friends-and-i-have-always-loved-the-neutrogena-brand-and-their/) [Miranda Cosgrove](https://sms4smile.com/quotes/author/miranda-cosgrove/) [Browse all 763 Brand quotes ](https://sms4smile.com/quotes/about/brand/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Being a great company is the new brand.", "creator": { "@type": "Person", "name": "Alex Bogusky" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/alex-bogusky/being-a-great-company-is-the-new-brand/", "about": { "@type": "Thing", "name": "Brand" }, "@id": "https://sms4smile.com/quotes/alex-bogusky/being-a-great-company-is-the-new-brand/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png", "contentUrl": "https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png", "url": "https://sms4smile.com/quotes/i/9df/alex-bogusky-39356_brand_being-a-great-company-is-the-new-brand-2_2744786.png", "width": 1080, "height": 1080, "caption": "“Being a great company is the new brand.” — Alex Bogusky", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Alex Bogusky", "item": "https://sms4smile.com/quotes/author/alex-bogusky/" }, { "@type": "ListItem", "position": 4, "name": "Being a great company is the...", "item": "https://sms4smile.com/quotes/alex-bogusky/being-a-great-company-is-the-new-brand/" } ], "@id": "https://sms4smile.com/quotes/alex-bogusky/being-a-great-company-is-the-new-brand/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```