Leo Burnett Quotes

Products are made in the factory, but brands are created in the mind.

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

Don’t tell me how good you make it; tell me how good it makes me when I use it.

What helps people, helps business.

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

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

If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

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.

Before you can have a share of market, you must have a share of mind.

Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.

I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.

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.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Don't tell people how good you make the goods; tell the how good your goods make them.

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

Friction makes sparks and sparks start creative conflagrations.

A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.

I regard a great ad as the most beautiful thing in the world.

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

There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'

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

Steep yourself in your subject, work like hell, and love, honor and obey your hunches.

The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.