The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
Nobody has ever built a brand by imitating somebody else's advertising.
Interpretation
Originality is key to building a successful brand.
David Ogilvy emphasizes the importance of authenticity in branding by stating that imitation in advertising does not lead to the creation of a strong brand identity. Instead, it is the unique and original approaches to advertising that resonate with audiences and foster brand loyalty.
In practice
In a marketing seminar to illustrate the importance of creativity in advertising.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
Our business is infested with idiots who try to impress by using pretentious jargon.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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.
The best ideas come as jokes. Make your thinking as funny as possible.
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.
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.
People don't buy drills they buy holes
Facts are irrelevant. What matters is what the consumer believes.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Advertising doesn't create a product advantage. It can only convey it.
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