Business

Advertising legends who walked on water | Pt. 2

“Decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.” David Ogilvy

“There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” Fairfax Cone

“The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.” Dr. Charles Edwards

“I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.” David Ogilvy

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.” William Bernbach

“Ice cubes likely sell more alcohol for the distilling industry than attractive models in cheesecake poses. The inconspicuous ice cubes often hide the invisible sell – invisible, that is, to the conscious mind.” Wilson Bryan Key

“I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.” Leo Burnett

“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.'” Jef I. Richards

“Creativity is an advertising agency’s most valuable asset, because it is the rarest.” Jef I. Richards

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