David Ogilvy Quotes

What is your Unique Selling Proposition? What makes you different than your competitors? Wrap your advertising message around that USP and communicate it in a clear and concise manner.

Advertising doesn't create a product advantage. It can only convey it.

I thought the marketing was really smart and really clever and unique at the time. It positioned 'Saw' as a horror film that was different from the other horror films that were in the crowded marketplace.

You really need a unique selling proposition, and people need to care about that unique selling proposition.

A strategy delineates a territory in which a company seeks to be unique.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

You need to define yourself in the marketplace.

In advertising, not to be different is virtual suicide.

My books didn't fit a marketing niche.

My general premise is not about selling clothes. If that's your end goal, then all of a sudden everything looks the same, you know - you start designing by numbers.

You cannot mean everything to all segments of the markets. You cannot have a brand straddling too many meanings.

I'm always asking, 'How do you give a guy a new reason to buy a polo?'

Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.

First of all, when building a brand you have to know who you are, what you are, and what you stand for. That's clichéd marketing-bullshit jargon, but it does matter. It helps. You have to know who you're targeting. I think too many people fight the market. There are certain people who are never going to want your stuff no matter what you do. There are certain people are never going to love me because I curse and I have bravado and I'm a Jersey boy and I'm brash and they won't take the time to see the humility and the patience and the truth. They shouldn't.

Ninety percent of the success of any product or service is its promotion and marketing.

When looking at trends I always ask myself basic and timeless questions about business, and the one I seem to always come back to is, 'How is this different than anything else in the marketplace?'

Branding experts believe that just because they have rethought a company's image or name, the rest of us will automatically fall in line.

In advertising not to be different is virtually suicidal.

I learnt the hard way about positioning in business, about catering to the right segments.

Advertising is the 'wonder' in Wonder Bread.

Just advertising departments with legs and high heels.

We are always focused on how can we differentiate ourselves. In today's world, where people are gravitating toward experiences, it is even more important.

Auto companies need to quickly separate the stuff that will be swallowed by commodity from the brand stuff.

Advertising is so touchy-feely. You have to speak to the psyche of the people. I'm not very good at that.

Mahindra's brand strategy is about niches across areas of mobility.