Advertising Quote by Marty Neumeier
“I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.”
About This Quote
Source Book: The Brand Gap, 2003
Brands are created by customers, not companies; companies supply raw materials but cannot control brand perception.
In simple terms: Customers shape brands; companies provide tools.
Key Takeaway
Engage customers to co‑create brand identity.
Themes
marketing
branding
customer empowerment
myths
Mood
strategic
analytical
Type
business
marketing
When to use this quote
- product launch
- advertising campaigns
- brand strategy
Key Concepts
brand co‑creation
consumer behavior
Questions to Reflect On
- How can you involve customers in brand building?
- What raw materials do you offer?
A Different Perspective
Customer preferences can shift unpredictably.
