Posts Tagged Leo Burnett
An ad industry legend, Leo Burnett’s genius can be seen in some of his most famous quotes…
“Advertising is the ability to sense, interpret… to put the very heart throbs of a business into type, paper and ink.”
“Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people – and he won’t do very well in advertising.”
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
“If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.”
“Regardless of the moral issue, dishonesty in advertising has proved very unprofitable. “
“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself. “
“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. “
“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. “
“The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders. “
“The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its ‘product’ cannot be turned out on an assembly line. “
“To swear off making mistakes is very easy. All you have to do is swear off having ideas. “
“Too many ads that try not to go over the reader’s head end up beneath his notice. “
“We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an 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. “
~ Leo Burnett (1891 – 1971)
Collected bits of wisdom worth sharing:
“You can’t depend on your judgment when your imagination is out of focus.” ~ John F. Kennedy.
“I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.” ~ Albert Einstein.
“If I listened to all my customers – I would have ended up building a better horse and buggy.” ~ Henry Ford.
“Genius is the ability to reduce the complicated to the simple.” ~ C.W. Ceran
“If, at first, an idea is not absurd, there is no hope for it.” ~ Albert Einstein.
“Every child is an artist. The problem is how to remain an artist once he grows up.” ~ Pablo Picasso.
“If you don’t execute your ideas, they die.” ~ Roger von Oech.
“No, sir, I’m not saying that charming, witty and warm copy won’t sell. I’m just saying I’ve seen thousands of charming, witty campaigns that didn’t sell.” ~ Rosser Reeve.
“There is real magic in enthusiasm. It spells the difference between mediocrity and accomplishment.” ~ Unknown.
“I never came upon any of my discoveries through the process of rational thinking.” ~ Albert Einstein.
“To a man with a hammer, everything looks like a nail.” ~ Unknown.
“A good piece of legislation, is like a good sentence; or a good piece of music. Everybody can recognize it. They say, ‘Huh. It works. It makes sense.” ~ Barack Obama.
“Emotion is the energy required to learn anything.” ~ Clotaire.
“A business that makes nothing but money is a poor business.” ~ Henry Ford.
“Innovation is what distinguishes a leader from a follower.” ~ Steve Jobs.
“One of the strongest characteristics of genius is the power of lighting its own fire.” ~ John W. Foster.
“You cannot think your way into action, you can only act your way into a new way of thinking.” ~ Unknown.
“We are what we think. All that we are arises with our thoughts. With our thoughts, we make our world.” ~ Gautama Buddha.
“The artist doesn’t have time to listen to the critics. The ones who want to be writers read the reviews, the ones who want to write don’t have the time to read reviews.” ~ William Faulkner.
“Believe nothing, no matter where you read it or who has said it, not even if I have said it, unless it agrees with your own reason and your own common sense.” ~ Buddha.
Bill Murray: “I have developed a kind of different style over the years. I hate trying to re-create a tone or a pitch. Saying, “I want to make it sound like I made it sound the last time”? That’s insane, because the last time doesn’t exist. It’s only this time. And everything is going to be different this time. There’s only now. And I don’t think a director, as often as not, knows what is going to play funny anyway. As often as not, the right one is the one that they’re surprised by, so I don’t think that they have the right tone in their head. And I think that good actors always — or if you’re being good, anyway — you’re making it better than the script. That’s your fucking job. It’s like, Okay, the script says this? Well, watch this. Let’s just roar a little bit. Let’s see how high we can go.” ~ Bill Murray.
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” ~ Leo Burnett.
“To swear off making mistakes is very easy. All you have to do is swear off having ideas.” ~ Leo Burnett.
“When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.” ~ Leo Burnett.
“‘You can fool the whole world down the highway of years, and take pats on the back as you pass / But your final reward will be heartache and tears / If you fool the man in the glass.” ~ Bill Parcells.