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A product is only as good as it does.
一個好產品在乎發揮其功能
Real value for the consumer in a product is a result of functional
performance benefits ﹣ rather than benefits that are “cosmetic” or based on imagery.
產品對消費者的真正價值在乎其功能上的效益 – 多於表面上的益處或構想出來的益處。
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The best is never good enough.
最高境界是無止境的
Once you have improved a product, improve it again.
當你成功改善了產品，要繼續改善下去。
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Consumers buy products, but they choose brands.
消費者雖然會購買產品，但他們卻選擇是品牌。
Consumers form relationships with brands, not products, and not corporations. The performance of the product, what it does and how it does it, is the core identity of the brand. But the brand also has a distinctive personality and character that makes an emotional and trust based connection with the consumer and distinguishes it from competitive brands.
消費者只會與品牌建立關係，而並與非產品或企業。品牌的表徵是基於其功效，即是它的功用和功能。但與眾不同的品牌必然因著有其獨特的性格、特性來感性地和信任地聯繫消費者。
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