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Consumers don't think how they feel. They don't say what they think and they don't do what they say.

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
Think
Thinking
Consumers
Advertising
Emotion
Feel
Feels

More quotes by David Ogilvy

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I always said that mega-mergers were for megalomaniacs.
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You make the best products you can, and you grow as fast as you deserve to.
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
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I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
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Leaders grasp nettles.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
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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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The consumer isn't a moron she is your wife.
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Every ad is an investment in the long-term image of a brand.
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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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Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
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On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy