In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
George LoisRead
Great advertising, in and of itself, becomes a benefit of the product.
Interpretation
What this quote means
Effective advertising enhances the perceived value of a product beyond its inherent qualities.
This quote by George Lois highlights the powerful role of advertising in shaping consumer perception. When done correctly, advertising can transform a product from merely functional to desirable by creating a compelling narrative that adds perceived value, thereby influencing purchasing decisions and enhancing consumer satisfaction.
Themes
AdvertisingProductPerceptionValueConsumer
In practice
Example use cases
During a marketing workshop to illustrate the importance of advertisements.
More from George Lois
All quotes βYou can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.
George LoisRead
Truly great images make all the other millions of images you look at unimportant. You gotta look at an image and understand it in a nanosecond.
George LoisRead
In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.
George LoisRead
I've done truth to power all my life. It's got me into trouble, but who cares?
George LoisRead
I don't design. I get what I think is a big idea, and I put the idea down. I'm not a designer. I'm a communicator.
George LoisRead
Similar quotes
Too many ads that try not to go over the reader's head end up beneath his notice.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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You can say the right thing about a product and nobody will listen. Youβve got to say it in such a way that people will feel it in their gut. Because if they donβt feel it, nothing will happen.
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A good ad which is not run never produces sales.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William BernbachRead