On June 7, 1971, the publicist Leo Burnett dies, one of the key figures in the twentieth century, known as a publicist who founded his own agency that still exists today. Today we discover the 13 best phrases of Leo Burnett to know more about marketing.
He leaves us his disciplines and reflections on something that has always had great relevance such as advertising.
Anyone who thinks that people can be fooled has a rather vague image of the consumer and will not do very well in advertising.
If you didn’t realize it, you don’t have anything. You just have to attract attention, but the art is to get noticed, naturally, without shouting and without tricks.
The work of an advertising agency is warm and immediately human. It deals with human needs, desires, dreams and hopes. Your ‘product’ cannot be the result of an assembly line.
Keep it simple. Make it memorable. Do it in such a way that it attracts the eye. Make it fun to read.
I am one of those who believes that one of the greatest dangers of advertising is not to deceive people, but to bore them to death.
The greatest thing that can be achieved in advertising is credibility and there is nothing more credible than the product itself.
Good advertising doesn’t just circulate information. It penetrates the public mind, with desires and beliefs.
Creative ideas flourish best in a store that retains a spirit of fun. No one is in business for fun, but that doesn’t mean you can’t be fun in business.
The greatest thing that can be achieved in advertising is credibility and there is nothing more credible than the product itself.
The sole purpose of a business is service. The sole purpose of advertising is to explain the service provided by a business.
The secret to effective advertising is not creating new and complicated words and images, but turning familiar words and images into new relationships.
When you try to reach for the stars you may not get any, but you won’t end up with a handful of mud either. The 13 best phrases of Leo Burnett to know more about marketing.
I have learned to respect ideas, wherever they come from. They often come from customers. Account executives often have great creative ideas, regardless of what some writers think.
