Ogilvy on Advertising
He did, however, leave behind an aphorism which appeals to the present generation at Young & Rubicam: resist the usual. Or, as his copy chief Roy Whittier put it, ‘In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same.’
David Ogilvy • Ogilvy on Advertising
It helps if the point of difference goes hand-in-hand with a chord of familiarity that links the new product to the consumer’s past experience – a disposable diaper, a light beer, a diet cola, a paper towel.
David Ogilvy • Ogilvy on Advertising
His definition of a good advertisement was that ‘its public is not only strongly sold by it, but both the public and the advertiser remember it for a long time as an admirable piece of work.’
David Ogilvy • Ogilvy on Advertising
Heavy users Thirty-two per cent of beer-drinkers drink 80 per cent of all beer. Twenty-three per cent of laxative users consume 80 per cent of all laxatives. Fourteen per cent of the people who drink gin consume 80 per cent of all the gin.
David Ogilvy • Ogilvy on Advertising
He liked earthy, vernacular phrases, and kept a folder on his desk labeled Corny Language. ‘I do not mean maxims, gags or slang in its ordinary sense, but words, phrases and analogies which convey a feeling of sod-buster honesty and drive home a point. I sometimes run across these phrases in a newspaper story or in a chance conversation. I chuck th
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His attitude to the creative process can be summed up in three things he said: 1 ‘There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it.’ 2 ‘When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either’ 3 ‘Steep yourself in your subject, work like hell, and lo
... See moreDavid Ogilvy • Ogilvy on Advertising
‘The task of advertising is not primarily one of conversion but rather of reinforcement and assurance
David Ogilvy • Ogilvy on Advertising
‘There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it.’
David Ogilvy • Ogilvy on Advertising
More often new products fail because they are not new enough. They do not offer any perceptible point of difference – like better quality, better flavor, better value, more convenience or better solutions to problems.