David Ogilvy Campaign Commandments: Branding Strategy Insider

john.mullinax — Mon, 31 Mar 2008 21:47:58 GMT

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.

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