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.
David OgilvyRead
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
Interpretation
What this quote means
A brand's identity is shaped by consumer perceptions rather than just marketing messages. Consumers' conversations and opinions define a brand's image.
This quote by Scott D. Cook emphasizes the shift from traditional marketing, where brands dictated their own messages, to a more consumer-driven reality where the perception of a brand is largely formed by customer experiences and communications. In todayβs interconnected world, the voice of the consumer has become paramount, making it essential for brands to listen and respond to what people are saying about them, as these collective opinions can significantly influence a brand's success or failure.
Themes
BrandConsumerPerceptionIdentityCommunication
In practice
Example use cases
During a marketing conference, one might quote this to highlight the importance of consumer feedback in building a brand.
Similar quotes
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
Paul RandRead
People don't buy for logical reasons. They buy for emotional reasons.
Zig ZiglarRead
Marketing is becoming a battle based on information than on sales power.
Philip KotlerRead
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 OgilvyRead
The advertisers who believe in the selling power of jingles have never had to sell anything.
David OgilvyRead