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"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."
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"Your representative owes you, not his industry only, but his judgment; and he betrays instead of serving you if he sacrifices it to your opinion."
"If somebody says to you the quote"don't judge the book by its cover", then better first close your eyes for a moment and try not to judge anybody at all. Even much better if you don't have to believe in 100% with that quote."
"One of the bigger mistakes of our time, I suppose, was preaching the demonization of all judgment without teaching how to judge righteously. We now live in an age where, apart from the inability to bear even good judgment when it so passes by, still everyone, inevitably, has a viral opinion (judgment) about everything and everyone, but little skill in good judgment as its verification or harness."
"Is it the problem in my conclusion or is it in you... it's difficult to say I can say for sure Dean Koontz audiobooks I have them on few clicks away... but I can't say anything about your character... it's very soft... lazy and not serious.... you want a lit of with process 0%."
"I am persuaded that a coldly-thought-out and independent verdict upon a fashion in clothes, or manners, or literature, or politics, or religion, or any other matter that is projected into the field of our notice and interest, is a most rare thing -- if it has indeed ever existed."
Explore more quotes by David Ogilvy
"I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes."
"Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous."
"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."
"It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye."
"I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive."
"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."
"If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising."
"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea."
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