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 OGILVYLeaders grasp nettles.
More David Ogilvy Quotes
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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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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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.
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The consumer isn’t a moron; she is your wife.
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Advertising is only evil when it advertises evil things.
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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.
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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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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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It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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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.
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Advertising reflects the mores of society, but it does not influence them.
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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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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Leaders grasp nettles.
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
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Never stop testing, and your advertising will never stop improving.
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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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Our business is infested with idiots who try to impress by using pretentious jargon.
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What you say in advertising is more important than how you say it.
DAVID OGILVY