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 OgilvyA consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.
David OgilvyThe line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.
David Ogilvy