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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

David Ogilvy

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
DAVID OGILVY

Business Creativity Original Thinking World Yourself
You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
DAVID OGILVY

Brand Decision Image Market People Personality Place Yourself
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
DAVID OGILVY

Advertisement Committee Creation Mess See Television
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY

Advertisement Buy Consumer Decision Form
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVY

Big Excellence Profit Pursuit Satisfaction
Leaders grasp nettles.
DAVID OGILVY

Grasp Leadership One Liner
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
DAVID OGILVY

Advertisement Editor Need Yourself
First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
DAVID OGILVY

Creative Genius Leaving Reputation Surround Yourself
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY

Development People Thinking Young Yourself
I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
DAVID OGILVY

Advertisement Avoid Awkward Cash Client Factor Myself Purpose
The consumer isn’t a moron; she is your wife.
DAVID OGILVY

Consumer Herself Wife
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
DAVID OGILVY

Company Hire Inspirational People Perspective Small Thinking
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
DAVID OGILVY

Goal Hire Leaving People Remark Settle Yourself
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
DAVID OGILVY

Career Life Secret Time
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

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Popular Authors

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