In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
George LoisRead
With the way I worked, a client can give me everything they know about something, and then I go away and come back with advertising that knocks them out of their chair. They finally understand what kind of a company they are.
Interpretation
What this quote means
This quote highlights the transformative power of effective advertising, showing how it can reveal a company's true identity to its clients.
George Lois emphasizes the role of an advertising professional in understanding a client's vision and translating it into compelling advertising that astonishes the client. The quote suggests that through collaboration and creativity, a skilled advertiser can help a company realize its potential and communicate its essence effectively, often exceeding the expectations of the client. This process not only delivers an impactful message but also aids the client in gaining clarity about their own business identity.
Themes
AdvertisingIdentityCommunicationCreativityTransformation
In practice
Example use cases
In a marketing meeting to illustrate the power of a good advertising campaign.
More from George Lois
All quotes →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.
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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