Leo Burnett: Legendary Ad Man
Leo Burnett (October 21, 1891 – June 7, 1971) was an American advertising executive and the founder of Leo Burnett Company, Inc.
He is responsible for creating some of advertising’s most well-known characters and campaigns in the 20th century.
Here is a list of some of the characters and campaigns that he was responsible for:
- Tony the Tiger
- The Marlboro Man
- The Maytag Repairman
- United’s “Fly the Friendly Skies”
- And Allstate’s “Good Hands”
Source: Wikipedia
Leo Burnett’s Quote on the Greatest Dangers of Advertising
He said something really interesting about what he considered the danger of advertising that I wanted you to see…
(The danger is probably not what you think it is.)
Copy and Paste Version of This Quote
If you’d like to copy and paste this quote, then here you go…
“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.”
– Leo Burnett
Side Thought: Marketing Déjà vu
This quote reminds me of something that marketing guru, Dan Kennedy, says… “The greatest marketing sin is being boring.”
What Are You Going to Do About This?
After thinking about the above quote for a while, take a look at your content marketing or direct response marketing and then really ask yourself:
Am I (or Are we) neglecting this danger and committing this marketing sin?
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