Fun without sell will get you nowhere, but sell without fun tends to become obnoxious.
Leo Burnett, advertising legend
Category: Quotes
Customer attention is precious – don’t waste it
Remember that the reader’s attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.
John Caples, copywriting legend
Make it simple, but significant
Don Draper, Mad Man
If you can’t solve a problem, it’s because you’re playing by the rules
Paul Arden, former Creative Director, Saatchi & Saatchi
Excite people already in the know. Surprise people who thought they knew.
Vikki Ross, copywriter
The outperformance of design-led companies suggests that good design continues to be good business
McKinsey & Co, 2018
If a brand fails to differentiate, customers have no basis for choosing it over others.
David Aaker, Professor Emeritus, UC Berkeley
