Satoru Iwata Quotes

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

People buy products if they're better.

I am the world's laziest shopper, but very rarely have I had to take anything back.

Marketers know - no matter how deep the emotional connection or brand loyalty - when a product does not perform, rational thought overtakes emotion, and most consumers make a new choice.

If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn't have to advertise them.

You can feel how much money goes into commercials by how swiftly they act on your mind. And they've got, like, a hypnotic quality to the way they present their products.

Good advertising can make people buy your product even if it sucks ... A dollar spent on brainwashing is more cost-effective than a dollar spent on product improvement.

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.

Advertising and promotion alone will not sustain a bad product or a product that is not right for the times.

I was always curious why certain marketing worked and some marketing did not.

Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

Consumers do not buy products. They buy product benefits.

Sometimes, the advertising is better than the product. Nothing kills a bad product faster than good advertising. Everyone tries the thing and never buys it again.

Advertising works most effectively when it's in line with what people are already trying to do.

... I have always fallen for ads. The sweetheart of J. Walter Thompson, I have a peasant-like belief in whatever miracle they profess to effect.

I'd like to start off this show by asking you all a question, cause I don't know the answer. Uh, I lost my sunglasses and yesterday I went to the Sunglass Hut. Here's the question: Why does a pair of sunglasses cost more than a 25-inch color television set? I go to the Sunglass Hut. I see a pair that I like. I don't love them. I don't. I like 'em. $309.

Product quality has almost nothing to do with defects or their lack.

There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.

You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action.

In marketing, the familiar is everything.

People will buy the car just because it's a great car. We want them to think it's excellent value for money and then, oh yeah, it happens to be electric.

People are very sophisticated consumers of information, and they're pulling all different things.

To be a success in advertising you must want to fill other people with a passion for possession.