Once upon a time I was riding on the top of a First Avenue bus when I heard a mythical housewife say to another, “Molly, my dear, I would have bought… - David Ogilvy

Most manufacturers are reluctant to accept any limitation on the image of their brand. They want it to be all things to all people. They want their brand to be a male brand and a female brand. An upper -class brand and a plebeian brand. They generally end up with a brand which has no personality of any kind, a wishy-washy neuter. No capon ever rules the roost.

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

The personality of a product is an amalgam of many things – its name, its packaging, its price, the style of its advertising, and, above all, the nature of the product itself.