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
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.
In practice
During a marketing workshop to illustrate the importance of advertisements.
In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
You 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.
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.
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.
I've done truth to power all my life. It's got me into trouble, but who cares?
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.
Virality is not an accident. It is engineered. And that's why growth hackers beat traditional marketers.
Marketing is a race without a finishing line
The more informative your advertising, the more persuasive it will be.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
Kodak sells film, but they don't advertise film; they advertise memories.
Advertising has always been the 'head boy' of the communications industry, but not anymore. Now the rest - creative, digital, and media - is just as important.
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