David Ogilvy Quotes

We compete with Dell and HP. Now, we are going to compete with Sony and Best Buy. Are we going to be like Best Buy? No. Are we going to be a small Dell? No. We are going to be uniquely Gateway.

We could be the biggest pantyhose seller in America, but we don't want to weaken the link in shoppers' minds between Home Depot and do-it-yourself projects.

Leverage your brand. You shouldn't let two guys in a garage eat your shorts.

With consumers having ever more choice, corporations must invest more and more in courting public opinion.

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

In a marketplace where it's so easy to produce products, where your competitors can essentially match you on the product itself, you need to have something else. You need to have an added value, and that added value is the identity, the idea behind your brand.

Instagram, Swiffer, and Nest had to compete with consumer habits and perceptions. Breakout products face competition from the formidable inertia powering the status quo.

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

A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.

A market is never saturated with a good product, but it is very quickly saturated with a bad one.

The PC is successful because we're all benefiting from the competition with each other. If Twitter comes along, our games benefit. If Nvidia makes better graphics technology, all the games are going to shine. If we come out with a better game, people are going to buy more PCs.

Consumer habits are key to understanding how to launch a product.

As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float - and at the speed industries move at today, brands sink fast.

People buy products if they're better.

When you improve your product so it does the customer's job better, then you gain market share.

When you start losing market share, it's really tough to gain it back; you need the product portfolio and presence in many markets.

Apple makes really good products, and Samsung makes really good products. It's really a two-horse race. Where I think Apple is exposed: the price points of Apple's products are just so high by comparison with Samsung's.

Competition is good because we need to educate customers, and Ozon.ru itself will not be able to do it.

The marketers can compete with free; it just has to be better. Look at bottled water if you don't believe me.

A lot of it had to do with when it's released and what's out in the marketplace, what's its competition.

One of the most horrible wastes of capital you see is the duplication of the effort by the car manufacturers to do things that appear to be different from the other guy.

If you're entering anything where there's an existing marketplace, against large, entrenched competitors, then your product or service needs to be much better than theirs. It can't be a little bit better, because then you put yourself in the shoes of the consumer... you're always going to buy the trusted brand unless there's a big difference.

If Nintendo asks consumers to pay more money than the other platforms, then it's Nintendo's mission to provide the added value for which the people are willing to pay. In order to do that, we must remain unique and cannot be reproduced somewhere else.

I've never had the experience of 10 years at Unilever and five years at Coca Cola. But I'm not the marketing director who only wants 25 per cent a year on the revenues. In the old days, you sold something, and you would be happy. At Ajax, we thought we needed more from that than selling a seat and making five grand.

Anyone can replicate a product. There are lots of brilliant minds out there that know how to code, but there's unique DNA to a brand. You cannot have a brand without people. That is the most important asset you will ever have.