3. Brand image.
Every advertisement should contribute to the complex symbol which is the brand image. 95% of all advertising is created ad hoc. Most products lack any consistent image from one year to another.
The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market.
View previous entries in the ‘How to create advertising that sells’ series from David Ogilvy on the Minerva Copywriting website:
Find out more about David Ogilvy’s acclaimed tenets of advertising across the Minerva Copywriting website, starting at the beginning of ‘How to create advertising that sells‘.
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