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 OGILVYFirst, 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.
More David Ogilvy Quotes
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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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There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
DAVID OGILVY -
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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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.
DAVID OGILVY -
Ninety-nine percent of advertising doesn’t sell much of anything.
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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 -
If it doesn’t sell, it isn’t creative.
DAVID OGILVY -
The advertisers who believe in the selling power of jingles have never had to sell anything.
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Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY -
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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A good advertisement is one which sells the product without drawing attention to itself.
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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.
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The consumer isn’t a moron; she is your wife.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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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.
DAVID OGILVY