I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
More Quotes from David Ogilvy:
Never stop testing, and your advertising will never stop improving.David Ogilvy
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
David Ogilvy
H. L. Mencken once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to make all your layouts project a feeling of good taste, provided that you do it unobtrusively. An ugly layout suggests an ugly product. There are very few products which do not benefit from being given a first class ticket through life.
David Ogilvy
It has taken more than a hundred scientists two years to find out how to make the product in question I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.
David Ogilvy
You 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
Shakespeare wrote his sonnets within a strict discipline, fourteen lines of iambic pentameter, rhyming in three quatrains and a couplet. Were his sonnets dull Mozart wrote his sonatas within an equally rigid discipline - exposition, development, and recap
David Ogilvy
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Based on Topics: Judgment Quotes, Marketing QuotesBased on Keywords: drunkard, illumination, lamp, reluctance
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