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Quote by Raymond Weltzin

“Knowledge without action is just entertainment. The Deliberate Architect isn't a book you read and shelve — it's a system you use. The tools only work if you work them.”

Quote by Raymond Weltzin

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Raymond Weltzin

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“Things are different now. Nowadays the client wants to show the big guys who keep a careful eye on what’s happening on screen and in real life that he can simply flush a million dollars down the tubes; and for that, the worse his advert is, the better. The viewer is left with the feeling that the client and the producers are absolute idiots, but then the signal indicating how much money it costs reaches the viewer’s brain. The final conclusion about the client is as follows – he may be a total cretin, but his business is doing so well he can afford to put out any old crap over and over again. And that’s the best kind of advertising there can possibly be. A man like that will get credit anywhere, no sweat.”

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“Cutting advertising budgets is so common. Almost 99.99% of the companies resort to this whenever any problem arises. But this actually makes the situation worse and those companies are never able to move out of their struggling phase.”

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“A good brand and a good ad delight the audience with increased curiosity and wows them with creativity and a great ad experience. It never interrupts them so that it can selfishly talk about itself.”

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“Think about what the purpose of your advertising is. The conventional answer is "To be visible. To be recognized. To create an image." It sounds logical. However, there's a huge difference between being "known" and being "bought.”

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