There isnโt any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarinesโฆ The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.
David OgilvyOur offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
David OgilvyThe headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.
David Ogilvy