'The consumer is not a moron. She is your wife. Don't insult her intelligence'
'There is nothing that kills a bad product quicker than brilliant advertising.
The best way to increase the sale of a product is to improve the product (offer)
in 'Ogilvy on Advertising'
'Developing a competitive branding strategy should mean developing a formula for how a branded business,
product or service is going to compete based on thorough consumer understanding.' 'The approach to
branding as 'image wrapping' is as ineffective as it is meaningless. If a new brand only means a change of
business cards and brochure covers, but the underlying product or service stays the same, consumers
are just not going to get excited.
Consumer insights will need to direct what will be relevant and how to create a differentiated brand offering.
Consumer insights will set the context within which to define the goals for the brand, and what policies will be
needed to carry out these goals