Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
David OgilvyNever use jargon words like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They are hallmarks of a pretentious ass.
David OgilvyWe like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.
David OgilvyYou now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy