Take whiskey. Why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’… - David Ogilvy

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Take whiskey. Why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn’t the whiskey they choose, it’s the image. The brand image is 90 per cent of what the distiller has to sell. Researchers