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
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Interpretation
What this quote means
The focus should be on the product's quality rather than the advertisement itself.
This quote emphasizes the importance of product excellence over marketing hype. Leo Burnett advocates for creating products that speak for themselves, ensuring that consumers appreciate the value of what they are buying rather than being swayed by clever advertisements. The goal is to foster genuine consumer satisfaction based on the product, rather than superficial responses to advertising strategies.
Themes
ProductAdvertisementConsumerQualityMarketing
In practice
Example use cases
This quote can be used in a marketing presentation to emphasize the importance of product development.
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
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.
Leo BurnettRead
A good ad which is not run never produces sales.
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
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