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.
Leo BurnettRead
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.
Interpretation
What this quote means
Understanding human nature is crucial in advertising; underestimating people can lead to failure.
This quote emphasizes the importance of recognizing the intelligence and perceptiveness of individuals. Leo Burnett suggests that those involved in advertising must have a realistic appreciation of peopleβs understanding and emotional intelligence; a failure to do so can result in ineffective marketing strategies and poor results in the field.
Themes
AdvertisingPerceptionHuman NatureIntelligenceMarketing
In practice
Example use cases
In a marketing seminar when discussing the importance of understanding the audience.
More from Leo Burnett
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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Too many ads that try not to go over the reader's head end up beneath his notice.
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Plan the sale when you plan the ad.
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