45 ordspråk av Leo Burnett

Leo Burnett

Leo Burnett

Leo Burnett föddes den 21 oktober 1891 och dog den 7 juni 1971 - US ad man
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I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

Det som hjälper människor, hjälper affärer.

What helps people, helps business.

To swear off making mistakes is very easy. All you have to do is to swear off having ideas.

Hemligheten bakom all effektiv originalitet i reklam är inte att skapa nya och sluga ord och bilder, utan att placera bekanta ord och bilder i nya relationer.

The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.

Curiosity about life in all of its aspects, I think, is still the secret of great creative people.

Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.

Plan the sale when you plan the ad.

When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

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