The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
Nobody has ever built a brand by imitating somebody else's advertising.
Interpretation
What this quote means
Originality is key to building a successful brand.
David Ogilvy emphasizes the importance of authenticity in branding by stating that imitation in advertising does not lead to the creation of a strong brand identity. Instead, it is the unique and original approaches to advertising that resonate with audiences and foster brand loyalty.
Themes
BrandingOriginalityAdvertisingAuthenticityCreativity
In practice
Example use cases
In a marketing seminar to illustrate the importance of creativity in advertising.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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