Take whiskey. Why do some people chose Jack Daniel’s, while… - 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.

David Ogilvy

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About David Ogilvy

David Mackenzie Ogilvy (June 23, 1911 – July 21, 1999) executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry". He founded Ogilvy & Mather.

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Alternative Names: David MacKenzie Ogilvy

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Dan S. Kennedy Scott Adams Dave Trott Seth Godin Nassim Nicholas Taleb

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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. Therefore, study the graphics used by editors and imitate them. Study the graphics used in advertisements and avoid them.

Research shows that the readership of an advertisement does not decline when it is run several times in the same magazine. Readership remains at the same level throughout at least four repetitions.

Always hold your sales meetings in rooms too small for the audience, even if it means holding them in the WC. 'Standing room only' creates an atmosphere of success, as in theatres and restaurants, while a half-empty auditorium smells of failure.

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

About David Ogilvy

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