Stan Freberg Quotes

You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

I think we have a great track record on being relevant, on identifying consumer trends, needs and wants.

When you focus on the consumer, the consumer responds.

Any brand in the world wants to make desirable product. But we don't shove it down people's throats.

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

In order to be a great marketer, you have to be focused and intense and look at scarcity, urgency, activity and passion in the marketplace.

Advertising is a very fundamental need, so I don't think it's going to go away.

Once you become more like Madison Avenue, you become acutely sensitive to what's going to annoy your clients.

In my experience, marketing is best when it proves the product it is supporting.

My focus has always been on connecting with consumers in a meaningful way.

No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.

I'm always aware of who my core audiences are and I serve that niche.

I love market research because you really have an idea of what your consumers are looking for.

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

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

Consumer habits are key to understanding how to launch a product.

The public don't know what they want; it's my job to tell them.

Advertising is a wonderful lubricant for business, if it's used properly.

Unless a product becomes outmoded, a great campaign will not wear itself out.

The only way to advertise is by not focusing on the product.

My background is that I've spent a lot of time marketing entertainment. One of the old saws in package goods is you can take something that is popular and you can make it more popular. But if you take something less popular, you can't automatically market it into the same success as something that's already popular.

Marketing is too important to be left to the marketing department.

Apple has great marketing, among the best PR and marketing in the world.

You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.

I've done a pretty good job of hitting 18-34-year-old males, and not such a good job of reaching kids. Disney has done a great job of reaching kids, but maybe not the 18-34-year-olds. I figure I can learn a lot from Disney, and maybe, I don't know, they can learn a lot from me.