Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Leo BurnettRead
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
Interpretation
What this quote means
Understanding human nature is crucial in advertising; underestimating people can lead to failure.
This quote emphasizes the importance of recognizing the intelligence and perceptiveness of individuals. Leo Burnett suggests that those involved in advertising must have a realistic appreciation of peopleβs understanding and emotional intelligence; a failure to do so can result in ineffective marketing strategies and poor results in the field.
Themes
AdvertisingPerceptionHuman NatureIntelligenceMarketing
In practice
Example use cases
In a marketing seminar when discussing the importance of understanding the audience.
More from Leo Burnett
All quotes βCuriosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo BurnettRead
A good ad which is not run never produces sales.
Leo BurnettRead
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Leo BurnettRead
Too many ads that try not to go over the reader's head end up beneath his notice.
Leo BurnettRead
Plan the sale when you plan the ad.
Leo BurnettRead
Similar quotes
Marketing is a race without a finishing line
Philip KotlerRead
A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
Seth GodinRead
People don't buy for logical reasons. They buy for emotional reasons.
Zig ZiglarRead
Personalizatio n wasn't supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need.
Seth GodinRead
I do not regard advertising as entertainment or an art form, but as a medium of information.
David OgilvyRead
Between two products equal in price, function and quality, the better looking will outsell the other.
Raymond LoewyRead