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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.

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
Premium
Superior
Moron
Superiors
Trend
Favors
Consumer
Consumers
Prices
Products
Signs
Wife
Trends
Favor

More quotes by David Ogilvy

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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 success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
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Advertising reflects the mores of society, but it does not influence them.
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Ninety-nine percent of advertising doesn't sell much of anything.
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On the average, five times as many people read the headlines as read the body copy.
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The more informative your advertising, the more persuasive it will be.
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The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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Tell the truth, but make the truth fascinating.
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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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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Leaders grasp nettles.
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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If it doesn't sell, it isn't creative.
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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Don't hire a dog, then bark yourself
David Ogilvy