46 Quotes Tagged: advertising

"Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.

Advertising is the modern substitute for argument; its function is to make the worse appear the better.

"Let's face it. We live in a command-based system, where we have been programmed since our earliest school years to become followers, not individuals. We have been conditioned to embrace teams, the herd, the masses, popular opinion — and to reject what is different, eccentric or stands alone. We are so programmed that all it takes for any business or authority to condition our minds to follow or buy something is to simply repeat a statement more than three or four times until we repeat it ourselves and follow it as truth or the best trendiest thing. This is called "programming" — the frequent repetition of words to condition us how to think, what to like or dislike, and who to follow."

Marketing used to be about advertising, and advertising is expensive. Today, marketing is about engaging with the tribe and delivering products and services with stories that spread.

I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.

Every advertisement must contribute to the complex symbol which is the brand image.

Sound an alarm! Advertising, not deals, builds brands.

Yet I made the purchase, captivated by the ring of truth, by the simple winning argument of the old man who told us plainly what he wanted.

The best ideas come as jokes. Make your thinking as funny as possible.

The point is that television does not reveal who the best man is. In fact, television makes impossible the determination of who is better than whom, if we mean by 'better' such things as more capable in negotiation, more imaginative in executive skill, more knowledgeable about international affairs, more understanding of the interrelations of economic systems, and so on. The reason has, almost entirely, to do with 'image.' But not because politicians are preoccupied with presenting themselves in the best possible light. After all, who isn't? It is a rare and deeply disturbed person who does not wish to project a favorable image. But television gives image a bad name. For on television the politician does not so much offer the audience an image of himself, as offer himself as an image of the audience. And therein lies one of the most powerful influences of the television commercial on political discourse.

The consumer isn't a moron. She is your wife.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Big ideas are usually simple ideas.

Големите компании виждат нещата такива, кавито са. Предприемачите ги виждат такива, каквито могат да бъдат.

Whatever modern democracies may tell themselves about their commitment to free speech and to diversity of opinion, the values of a given society will uncannily match those of whichever organizations have the scale to pay for runs of thirty-second slots around the nightly news bulletin.