David Ogilvy Campaign Commandments: Branding Strategy Insider
Timeless advice is always timely. This, from David Olgivy by way of Branding Strategy Insider, is worth a few minutes.
An excerpt:
- What you say is more important than how you say it.
- Unless your campaign is built around a great idea, it will flop.
- Give the facts. The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
- You cannot bore people into buying. We make advertisements that people want to read. You can't save souls in an empty church.
- Be well-mannered, but don't clown.
See the full list here: David Ogilvy Campaign Commandments: Branding Strategy Insider
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About john.mullinax
John Mullinax is a Platform Strategy Advisor with Microsoft's DPE Team. Before joining Microsoft in 2006, John held a vartiety of positions at Ford Motor Company, most recently leading IT services strategy to support explosive business growth in China. Other positions included: Enterprise Architect, Application Portfolio Management, Technology Governance, and Product Manager. Prior to joining Ford, John earned his MBA at the University of Washington. Before that, he was Director of Elections for Douglas County, Washington, where he conducted the first Federal mail-ballot election in the USA. Subsequently, he joined the Secretary of State's office as a consultant working with county election officials in Washington state to improve operational effectiveness, integrity, and security (aka, to prevent the kind of debacle we saw in Florida in 2000).
