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 OGILVYPolitical advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
More David Ogilvy Quotes
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I do not regard advertising as entertainment or an art form, but as a medium of information.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
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If it doesn’t sell, it isn’t creative.
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Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
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Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
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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.
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I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.
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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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Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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Many people – and I think I am one of them – are more productive when they’ve had a little to drink. I find if I drink two or three brandies, I’m far better able to write.
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
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What you say in advertising is more important than how you say it.
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A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY