Here’s the fourth in a (for now) five-part series of various worth-remembering quotes which I believe you’ll find interesting and hopefully inspiring. Excerpted from the newsletter “Smart Brief” from the American Advertising Federation, these quotes are usually from a member of the Advertising Hall of Fame.

31. Consumers are statistics. Customers are people.

— Stanley Marcus

32. It takes a real storm in the average person’s life to make him realize how much worrying he has done over the squalls.

— Bruce Barton

33. Big ideas are so hard to recognize, so fragile, so easy to kill. Don’t forget that, all of you who don’t have them.

— John Elliott Jr.

34. I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.

— Leo Burnett

35. Good advertising is written from one person to another. When it is aimed at millions, it rarely moves anyone.

— Fairfax M. Cone

36. The creative process is often a matter of changing ‘What is’ to ‘What if?’ We first observe the status quo and then imagine a status novus.

— Keith Reinhard

37. No company that markets products or services to the consumer can remain a leader in its field without a deep-seated commitment to advertising.

— Edwin Artzt

38. Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.

— David Ogilvy

39. We pay just as dearly for our triumphs as we do for our defeats. Go ahead and fail. But fail with wit, fail with grace, fail with style. A mediocre failure is as insufferable as a mediocre success.

— Bruce Barton

40. Know what the client wants, know what the client needs, and know how to cause the client to want what the client needs.

— Keith Reinhard

 So, which one or ones is/are your favorite(s)? Lemme know.