7
Sep
2012

ლეო ბარნეტის ცნობილი გამონათქვამები

7 Sep 2012

„როდესაც ცდილობ ციდან ვარსკვლავის მოწყვეტას, შეიძლება არაფერი გამოგივიდეს… მაგრამ ხელები, ტალახიანი მაინც არ დაგრჩება”… 1935 წელს  44 წლის ლეო ბარნეტმა 50.000 დოლარი ისესხა და ჩიკაგოში კომპანია Leo Burnett Company, Inc დააფუძნა. როდესაც ბარნეტმა კომპანიის გასახსნელად ფული ისესხა მთელი სამეგობრო ეუბნებოდა – შუა დეპრესიის დროს ფული როგორ ისესხე, ვაშლის გამყიდვლად დაასრულებო. ბარნეტი კი პასუხობდა  „ვაშლს კი არ გავყიდი, ვაშლს უფასოდ დავარიგებ!” დღეს ბარნეტის ყველა ოფისში ვაშლის ხე დგას და კომპანია, დღემდე,  წელიწადში 750.000 ვაშლს უფასოდ არიგებს.

pasha-statiebi
pasha-statiebi

 

„თუ თქვენ გინდათ იყოთ ორიგინალურები, მხოლოდ და მხოლოდ ორიგინალობის გამო ბევრს ნუ წვალობთ, უბრლაოდ ყოველ დილით პირში წინდა ჩადებული გადით გარეთ”.

„ნებისმიერ სულელს შეუძლია ცუდი რეკლამის გაკეთება, მაგრამ უნდა იყო გენიოსი, რომ კარგს ხელი არ ახლო”

„რეკლამა – ეს არის ხერხი, ბიზნესის გულისცემა, სიტყვებში გამოხატო”

„თუ თქვენ არ შეგამჩნიეს, ყველაფრის გარეშე რჩებით, თუ შეგამჩნიეს მაშინ ფრთხილად“

„მე ერთ–ერთი მათგანი ვარ, ვინც თვლის, რომ რეკლამა განა ატყუებს ადამიანს,  არამედ რეკლამით შეიძლება მოწყენილობისგან მოკვდე”

„ცხოვრების მიმართ ინტერესი, ყველა მის ხრიკებთან ერთად – შემოქმედი ადამიანის საიდუმლოა”

„უბრალოდ, გააკეთეთ კარგი რეკლამა და ფული თვითონ მოვა”

„რეკლამის საიდუმლო, ახალ სიტყვებში და გამოსახულებაში არაა, არამედ ძველი სიტყვების და ძველი გამოსახულების ახალ სინთეზში”

ამონარიდი ლეო ბარნეტის სიტყვებიდან, რომელიც 1967 წელს თავისი კომპანიის აქციონერებთან შეხვედრისას წარმოთქვა:

ერთ დღესაც, როდესაც მე დავტოვებ ამ კომპანიას, თქვენ მოგინდებათ ჩემი სახელი საერთოდ წაშალოთ – არაფერი მაქვს საწინაარმდეგო. მაგრამ ნება მომეცით გითხრათ როდის მომინდება, რომ ჩემი სახელი ამოიშალოთ.

როდესაც ფულს მეტს დახარჯავთ ვიდრე  რეკლამის კეთების დროს; როდესაც დაგავიწყდებათ, რომ ყველა ჩვენი მწერლისთვის, მხატვრისთვის, რომელიც ამ კედლებში რეკლამას აკეთებს, სამუშაო ისეთივე მნიშვნელოვანია, როგორც ფული.

როდესაც თქვენ დაკარგავთ გრძნობებს და აღარ იტყვიტთ, „რანაირი კარგიც არ უნდა გავაკეთო, უფრო კარგადაც შემიძლია”; როდესაც თქვენ, საქმის კეთების შემართებას დაკარგავთ, როდესაც დაგეზარებათ კლიენტთან მუშაობა; როდესაც მოგბეზრდებათ საღებავის ტონის, სიტყვების და ხმის შერჩევა; როდესაც ოფისსში მოსვლის დროს დაგავიწყდებათ, რომ ლეო ბერნეტის სარეკლამო კომპანიაში მუშაობთ.

როდესაც რაციონალიზმის გზას აირჩევთ, რათა უფრო იოლად შეავსოთ საბანკო ანგარიშები; როდესაც დაკარგავთ გემოვნებას და ვეღარ გაერკვევით, რა არის კარგი და რა ცუდი; როდესაც თქვენი სამყარო, მხოლოდ ფანჯრიდან გადაშლილი ხედი იქნება; როდესაც შეეგუებით იმ აზრს, რომ ხელოვანები ხართ და რეალურად აღარავინ დარჩებით.

ზუსტად ამ დროს, მე თვითონ მოგთხოვთ კომპანიის დაფიდან, ჩემი სახელის მოხსნას.



განხილვა

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