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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
David Ogilvy
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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Every
Symbols
Marketing
Complexes
Advertisement
Complex
Advertisements
Advertising
Symbol
Image
Brand
Business
Brands
Thought
Contribution
More quotes by David Ogilvy
Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
David Ogilvy
It is the inescapable duty of management to fire incompetent people.
David Ogilvy
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
David Ogilvy
I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
David Ogilvy
The consumer isn't a moron she is your wife.
David Ogilvy
What you learn is more important than what you earn.
David Ogilvy
Leaders grasp nettles.
David Ogilvy
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
David Ogilvy
I never write fewer than sixteen headlines for a single advertisement.
David Ogilvy
Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
David Ogilvy
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
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
David Ogilvy
I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
My motto has always been: Only first class business and that in a first class way
David Ogilvy
We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
David Ogilvy
The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
David Ogilvy
Every ad is an investment in the long-term image of a brand.
David Ogilvy
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
