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# Lefsetz Nails It: “It Just Has To RESONATE”
- URL: https://www.hypebot.com/lefsetz_nails_i/
- Published: 2006-08-16T10:21:00.000Z
- Updated: 2006-08-16T10:21:00.000Z
- Description: My favorite quote in a very long time comes from music industry commentator Bob Lefsetz "It’s no longer about hype/marketing, but brand MANAGEMENT! But that requires the underlying product to. Continue reading [https://www.hypebot.com/hypebot/2006/08/lefsetz_nails_i.html]
- Author: Bruce Houghton
- Tags: Music Marketing, #wp, #wp-post, #Import 2026-01-21 11:10

My favorite quote in a very long time comes from music industry commentator [Bob Lefsetz](http://lefsetz.com/wordpress/?ref=hypebot.com)

> **"It’s no longer about hype/marketing, but brand MANAGEMENT!**  
>  
> **But that requires the underlying product to have soul, to connect.**  
>  
> **And it doesn’t have to be pretty. Check out Crocs for an example. It just has to RESONATE!"**