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
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Between two products equal in price, function and quality, the one with the most attractive exterior will win.
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Between two products equal in price, function and quality, the better looking will outsell the other.
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Content marketing is the only marketing left
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It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
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