Leo Burnett’s Secrets of Emotional Advertising

Years ago, I discovered “Communications of Ad Man” by Leo Burnett in the P&G office library. I took copious notes and have continued to learn from his work. Here’s what I absorbed from the master of emotional branding.

1. Focus on Human Emotions: “What helps people, helps business.” Burnett believed in tapping into universal human emotions to forge deep connections between brands and their audiences. Successful advertisements speak to the heart as much as to the mind, people buy brands because of how they make them feel.

2. Create Iconic Characters: “A brand symbol is anything that leaves a mental picture of the brand’s identity.” From Tony the Tiger to the Jolly Green Giant, Burnett’s creations were more than mascots; they personified the brand, making it relatable and memorable to consumers of all ages.

3. Tell a Story: “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” Weave stories that resonate with people, stories that not only sell products but also entertain and move the audiences.

4. Simplicity and Sincerity: “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” In an age of overcomplication, Burnett’s emphasis on simplicity and sincerity in messaging broke through the noise, the most straightforward approaches are often the most effective.

5. The Inherent Drama: “There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it.” Your job as a copywriter is to find the unique story each product can tell and create a strategy that transforms mundane items into objects of desire and intrigue.

6. Emphasize Product Benefits, Not Features: Though Burnett didn’t directly quote this principle, his work consistently focused on how products improved lives, rather than on technical specifications. Consumers are more interested in how a product can benefit them than its features.

7. Quality Is Key: “When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.” Burnett stressed the importance of quality in the product and its marketing, believing that striving for excellence is the key to success.

8. Audience Understanding: “We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.'” Gaining insight into consumer behaviour allows you to create campaigns that speak directly to the audience’s needs and desires, fostering a genuine connection with the brand.

9. Visual Impact: Burnett’s campaigns demonstrated the power of strong, impactful visuals to capture attention and convey messages quickly and effectively. His work underscores the belief that an image can speak volumes, often more eloquently than words alone.

Leo Burnett’s approach to emotional branding is a masterclass in creating campaigns that resonate with consumers, by focusing on human emotions, storytelling, simplicity, and innovation. Great advertising transcends time, touches hearts and changes minds.