--- title: "Meaning & Key Takeaway of: I wanted to make the brand cool again. I…" description: "\"I wanted to make the brand cool again. I needed to make it a little smaller to make it bigger and I needed to change the consumer experience.\" — Kennet..." image: "https://sms4smile.com/quotes/i/567/kenneth-cole-3800_again_i-wanted-to-make-the-brand-cool-again-i_2726936.jpg" --- # I wanted to make the brand cool again. I needed to make it… ![“I wanted to make the brand cool again. I needed to make it a little smaller to make it bigger and I needed to change the consumer experience.” quote by Kenneth Cole](https://sms4smile.com/quotes/i/567/kenneth-cole-3800_again_i-wanted-to-make-the-brand-cool-again-i_2726936.jpg) [Download](https://sms4smile.com/quotes/i/567/kenneth-cole-3800_again_i-wanted-to-make-the-brand-cool-again-i_2726936.jpg) [Open image](https://sms4smile.com/quotes/i/567/kenneth-cole-3800_again_i-wanted-to-make-the-brand-cool-again-i_2726936.jpg) > “I wanted to make the brand cool again. I needed to make it a little smaller to make it bigger and I needed to change the consumer experience.” [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. He aimed to refresh the brand by scaling down its image, expanding its impact, and reshaping consumer experience. **In simple terms:** Make a brand smaller to grow it larger and change how customers feel. Key Takeaway Redefine brand size and experience for growth. Themes branding strategy consumer experience growth innovation Mood strategic optimistic Type marketing business When to use this quote - product launch - rebranding campaign - store redesign - marketing strategy Key Concepts market positioning brand perception experience design Questions to Reflect On - How can a brand stay authentic while scaling down? - What consumer experiences truly drive loyalty? A Different Perspective Risk of alienating existing customers if changes feel inauthentic. ★ ★ ★ ★ ★ No ratings yet [Change](https://sms4smile.com/quotes/about/change/) [Experience](https://sms4smile.com/quotes/about/experience/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Needed change](https://sms4smile.com/quotes/about/needed-change/) ## Related quotes > [As long as we can make them smaller, we can make them faster.](https://sms4smile.com/quotes/anonymous/as-long-as-we-can-make-them-smaller-we-can-make-them-faster/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [“Subliminal influence, is the constant drive to the change in consumer choices.”](https://sms4smile.com/quotes/wayne-chirisa/subliminal-influence-is-the-constant-drive-to-the-change-in-consumer/) [Wayne Chirisa](https://sms4smile.com/quotes/author/wayne-chirisa/) > [Though no one can go back and make a brand new start,anyone can make a brand new end](https://sms4smile.com/quotes/anonymous/though-no-one-can-go-back-and-make-a-brand-new-start-anyone-can-make/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Hey I just met you and this is crazy, whats your make-up brand? Crayola maybe?](https://sms4smile.com/quotes/anonymous/hey-i-just-met-you-and-this-is-crazy-whats-your-make-up-brand-crayola/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Creating Lovemarks is all about the ability to understand consumers’ dreams, to know what they want and when they want it and to create…](https://sms4smile.com/quotes/kevin-roberts/creating-lovemarks-is-all-about-the-ability-to-understand-consumers/) [Kevin Roberts](https://sms4smile.com/quotes/author/kevin-roberts/) > [People know my name, and because of that, I have more leverage as a professional fighter. And as a professional fighter, as a professional…](https://sms4smile.com/quotes/jake-hager/people-know-my-name-and-because-of-that-i-have-more-leverage-as-a/) [Jake Hager](https://sms4smile.com/quotes/author/jake-hager/) > [YOU MAKE BRAND AND I TURN THAT TO STYLE..](https://sms4smile.com/quotes/neil-singh/you-make-brand-and-i-turn-that-to-style/) Neil Singh > [“Don't try to do what everybody else is doing. Find a way to make your brand unique.”](https://sms4smile.com/quotes/germany-kent/don-t-try-to-do-what-everybody-else-is-doing-find-a-way-to-make-your/) [Germany Kent](https://sms4smile.com/quotes/author/germany-kent/) > [There are so many people that don't spend enough time loving themselves and there are so many people that go through so many difficulties.…](https://sms4smile.com/quotes/harnaam-kaur/there-are-so-many-people-that-don-t-spend-enough-time-loving/) [Harnaam Kaur](https://sms4smile.com/quotes/author/harnaam-kaur/) > [Yeah, every artist I think should look at themselves as a brand because the more appealing your brand is, the more money you can…](https://sms4smile.com/quotes/lil-jon/yeah-every-artist-i-think-should-look-at-themselves-as-a-brand/) [Lil Jon](https://sms4smile.com/quotes/author/lil-jon/) > [I'm not trying to make a brand out of myself.](https://sms4smile.com/quotes/dirk-nowitzki/i-m-not-trying-to-make-a-brand-out-of-myself/) [Dirk Nowitzki](https://sms4smile.com/quotes/author/dirk-nowitzki/) > [“It’s looks smaller, I know, The way I can make it even BIGGER, The Business!”](https://sms4smile.com/quotes/mayestron/it-s-looks-smaller-i-know-the-way-i-can-make-it-even-bigger-the/) Mayestron > [Guys need to stop being a dick 'cause it ain't going to make them any bigger.!](https://sms4smile.com/quotes/drake/guys-need-to-stop-being-a-dick-cause-it-ain-t-going-to-make-them-any/) [Drake](https://sms4smile.com/quotes/author/drake/) > [Just go out there and play football. Don't make it bigger than it has to be.](https://sms4smile.com/quotes/mohamed-sanu/just-go-out-there-and-play-football-don-t-make-it-bigger-than-it-has/) [Mohamed Sanu](https://sms4smile.com/quotes/author/mohamed-sanu/) > [If you can't solve a problem, make it bigger.](https://sms4smile.com/quotes/donald-rumsfeld/if-you-can-t-solve-a-problem-make-it-bigger/) [Donald Rumsfeld](https://sms4smile.com/quotes/author/donald-rumsfeld/) ## More by Kenneth Cole > [People have a whole lot more choices than they've had in the past, and I have only earned the right to be considered -…](https://sms4smile.com/quotes/kenneth-cole/people-have-a-whole-lot-more-choices-than-they-ve-had-in-the-past-and/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [Twitter is a very powerful platform for adversarial feedback.](https://sms4smile.com/quotes/kenneth-cole/twitter-is-a-very-powerful-platform-for-adversarial-feedback/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [I've come to realize nobody needs what we sell. There's hardly a woman who needs another pair of black shoes.](https://sms4smile.com/quotes/kenneth-cole/i-ve-come-to-realize-nobody-needs-what-we-sell-there-s-hardly-a-woman/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [I never really had long range plans. I take one season at a time, every day at a time.](https://sms4smile.com/quotes/kenneth-cole/i-never-really-had-long-range-plans-i-take-one-season-at-a-time-every/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [After working with my father for two years, we started Candie's, a line of imported shoes from Italy. Then in 1982 I set out…](https://sms4smile.com/quotes/kenneth-cole/after-working-with-my-father-for-two-years-we-started-candie-s-a-line/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [It's not about me, it's about you, the customer. And if I am effective in making what I do about you, and I can…](https://sms4smile.com/quotes/kenneth-cole/it-s-not-about-me-it-s-about-you-the-customer-and-if-i-am-effective/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [Often people ask me about getting involved in service and philanthropy, and my first advice is: Make sure it's real and it's transparent.](https://sms4smile.com/quotes/kenneth-cole/often-people-ask-me-about-getting-involved-in-service-and/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [I've struggled with that over the years: Is fashion relevant? Is it frivolous? Is it trivial? Because I give so much of my essence…](https://sms4smile.com/quotes/kenneth-cole/i-ve-struggled-with-that-over-the-years-is-fashion-relevant-is-it/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [When I first fell in love with Maria, it was because she really cares about things.](https://sms4smile.com/quotes/kenneth-cole/when-i-first-fell-in-love-with-maria-it-was-because-she-really-cares/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [My first AIDS campaign was in 1985. There was this dark cloud, everybody was socially inspired - we hadn't seen social consciousness like that…](https://sms4smile.com/quotes/kenneth-cole/my-first-aids-campaign-was-in-1985-there-was-this-dark-cloud/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [I'm also on the Board at Sundance, so I've seen witnessed first hand the power of independent storytelling.](https://sms4smile.com/quotes/kenneth-cole/i-m-also-on-the-board-at-sundance-so-i-ve-seen-witnessed-first-hand/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [I've realized that people come to the brand not just for the products we make, but because of what we stand for.](https://sms4smile.com/quotes/kenneth-cole/i-ve-realized-that-people-come-to-the-brand-not-just-for-the-products/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [The best solution is very much the least expensive and most creative.](https://sms4smile.com/quotes/kenneth-cole/the-best-solution-is-very-much-the-least-expensive-and-most-creative/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [Over the years, I have found a way to use this business and this platform to talk with people about important issues. To the…](https://sms4smile.com/quotes/kenneth-cole/over-the-years-i-have-found-a-way-to-use-this-business-and-this/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) > [This is what I wanted the business to be when I started it: a lot of black, a lot of luxurious materials, and modern…](https://sms4smile.com/quotes/kenneth-cole/this-is-what-i-wanted-the-business-to-be-when-i-started-it-a-lot-of/) [Kenneth Cole](https://sms4smile.com/quotes/author/kenneth-cole/) [Explore all 122 Kenneth Cole quotes ](https://sms4smile.com/quotes/author/kenneth-cole/) ## More Again quotes > [The one thing that I keep learning over and over again is that I don't know nothing. I mean, that's my life lesson.](https://sms4smile.com/quotes/dwayne-johnson/the-one-thing-that-i-keep-learning-over-and-over-again-is-that-i-don/) [Dwayne Johnson](https://sms4smile.com/quotes/author/dwayne-johnson/) > [I've always been interested in photographs, collecting them not systematically but randomly. They get lost, then turn up again.](https://sms4smile.com/quotes/w-g-sebald/i-ve-always-been-interested-in-photographs-collecting-them-not/) [W. G. Sebald](https://sms4smile.com/quotes/author/w-g-sebald/) > [I say this about everything: when I was on 'Neighbours,' I said, 'These are the best years of my life!' When I was filming…](https://sms4smile.com/quotes/margot-robbie/i-say-this-about-everything-when-i-was-on-neighbours-i-said-these-are/) [Margot Robbie](https://sms4smile.com/quotes/author/margot-robbie/) > [I don't think you should ever say, 'This is the last time'. Music isn't like that. You'll be sitting there not wishing to get…](https://sms4smile.com/quotes/roger-daltrey/i-don-t-think-you-should-ever-say-this-is-the-last-time-music-isn-t/) [Roger Daltrey](https://sms4smile.com/quotes/author/roger-daltrey/) > [I don't know about writing. It's quite lonely. You have to have a lot of patience with yourself. I don't know if I could…](https://sms4smile.com/quotes/ruth-wilson/i-don-t-know-about-writing-it-s-quite-lonely-you-have-to-have-a-lot/) [Ruth Wilson](https://sms4smile.com/quotes/author/ruth-wilson/) > [Inspiration comes from so many sources. Music, other fiction, the non-fiction I read, TV shows, films, news reports, people I know, stories I hear,…](https://sms4smile.com/quotes/trudi-canavan/inspiration-comes-from-so-many-sources-music-other-fiction-the-non/) [Trudi Canavan](https://sms4smile.com/quotes/author/trudi-canavan/) > [You couldn't get me to go travel around and sit in a hotel room again. I have no interest in doing that. So everybody's…](https://sms4smile.com/quotes/phil-everly/you-couldn-t-get-me-to-go-travel-around-and-sit-in-a-hotel-room-again/) [Phil Everly](https://sms4smile.com/quotes/author/phil-everly/) > [In theater, one of the biggest problems when you're rehearsing comedy over and over again is that you stop laughing at each other.](https://sms4smile.com/quotes/lauren-ashley-carter/in-theater-one-of-the-biggest-problems-when-you-re-rehearsing-comedy/) [Lauren Ashley Carter](https://sms4smile.com/quotes/author/lauren-ashley-carter/) > [I'd like to do some female roles again.](https://sms4smile.com/quotes/john-cameron-mitchell/i-d-like-to-do-some-female-roles-again/) [John Cameron Mitchell](https://sms4smile.com/quotes/author/john-cameron-mitchell/) > [Death is a sniper. It strikes people you love, people you like, people you know - it's everywhere. You could be next. But then…](https://sms4smile.com/quotes/nora-ephron/death-is-a-sniper-it-strikes-people-you-love-people-you-like-people/) [Nora Ephron](https://sms4smile.com/quotes/author/nora-ephron/) > [Well, a lot of our concerts do okay, and I know we still get royalty checks which still isn't that important, but again, I…](https://sms4smile.com/quotes/bruce-johnston/well-a-lot-of-our-concerts-do-okay-and-i-know-we-still-get-royalty/) [Bruce Johnston](https://sms4smile.com/quotes/author/bruce-johnston/) > [Oh wow, you know what's wrong with all these families on TV? All these kids say stuff no kid would say. 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