You now have to decide what 'image' you want for your brand. Image mea…

David Ogilvy
141 citations
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.
Humanity
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Where people aren't having any fun, they seldom produce good work. ✨ David Ogilvy (2012). The Unpublished David Ogilvy, p.82, Profile Books
Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
I prefer the discipline of knowledge to the anarchy of ignorance.

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.

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