What you say in advertising is more important than how you say it.
David OgilvyRead
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
Interpretation
What this quote means
A brand's identity is shaped by consumer perceptions rather than just marketing messages. Consumers' conversations and opinions define a brand's image.
This quote by Scott D. Cook emphasizes the shift from traditional marketing, where brands dictated their own messages, to a more consumer-driven reality where the perception of a brand is largely formed by customer experiences and communications. In todayβs interconnected world, the voice of the consumer has become paramount, making it essential for brands to listen and respond to what people are saying about them, as these collective opinions can significantly influence a brand's success or failure.
Themes
BrandConsumerPerceptionIdentityCommunication
In practice
Example use cases
During a marketing conference, one might quote this to highlight the importance of consumer feedback in building a brand.
Similar quotes
Nobody has ever built a brand by imitating somebody else's advertising.
David OgilvyRead
The art of marketing is the art of brand building. If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
Philip KotlerRead
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
Simon MainwaringRead
Great marketing only makes a bad product fail faster.
David OgilvyRead
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
William BernbachRead