Organizations exist to enable ordinary people to do extraordinary things.
Theodore LevittRead
Kodak sells film, but they don't advertise film; they advertise memories.
Interpretation
What this quote means
Kodak focuses on promoting the emotional experience associated with photography rather than the product itself.
The quote by Theodore Levitt emphasizes how effective marketing transcends the product being sold; instead of simply advertising film, Kodak highlights the cherished memories that result from capturing moments. This approach underscores the importance of connecting with customers on an emotional level, suggesting that businesses should sell the benefits and experiences tied to their products rather than just the products themselves.
Themes
MarketingMemoriesEmotionsPhotographyAdvertising
In practice
Example use cases
In a marketing presentation emphasizing the importance of emotional connections in advertising.
More from Theodore Levitt
All quotes βIdeas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.
Theodore LevittRead
Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.
Theodore LevittRead
A powerful force drives the world toward a converging commonality, and that force is technology. β¦ Almost everyone everywhere wants all the things they have heard about, seen, or experienced via the new technologies.
Theodore LevittRead
You want to dig your well where you have the best chance of finding water with the least amount of digging
Theodore LevittRead
The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.
Theodore LevittRead
Similar quotes
A good ad which is not run never produces sales.
Leo BurnettRead
I do not regard advertising as entertainment or an art form, but as a medium of information.
David OgilvyRead
Great marketers don't make stuff. They make meaning.
Seth GodinRead
Too many ads that try not to go over the reader's head end up beneath his notice.
Leo BurnettRead
People can see themselves in a story much easier than they can see themselves in a hypothetical situation that a brand might present to them. So telling stories to build a relationship with your audience is usually far more effective than other methods of marketing or publicity.
Lewis HowesRead
Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
David OgilvyRead