David Ogilvy's (the father of advertising) principles on telling brand stories!
How to tell your brand's story from the "Father of Advertising"... David Ogilvy
“You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas.” - David Ogilvy
I found out David Ogilvy's (the father of advertising) principles on telling brand stories!
David Ogilvy, “the father of advertising”, was called so because he was behind some of the most iconic and successful advertising campaigns of the 20th century, such as Rolls-Royce, Dove, and Hathaway; he was also a co-founder of Ogilvy & Mather, one of the largest and most influential advertising agencies in the world.
One of the keys to his success was his understanding of what created long lasting and impactful brands.
Have you ever wondered what percentage of brands truly last for a long time?
The answer may surprise you.
According to a study by Olsen, Slotegraaf, and Chandukala, only 11% of the brands in their sample have survived for more than 100 years. That means that 89% of the brands either went out of business, merged, or were acquired by other companies.
Why do some brands survive while others fade away? What are the secrets of longevity in the competitive and ever-changing world of business?
David's book, "Ogilvy on Advertising" is a deep dive into his many learnings in the field.
This newsletter uncovers the insights he gave on the ways to make your brand matter to people…
It takes a big idea to attract the attention of consumers
People are attracted to big ideas… think about Steve Jobs, why do you think he always talked about his company changing the world? Or why his famous product unveilings were carefully crafted performances that captivated the audience with his charisma, storytelling, and passion?
In Apple’s “Think Different” campaign, which he was in charge of, they positioned Apple as a peer to many revolutionary figures in numerous walks of life, from Gandhi to Alfred Hitchcock and Muhammad Ali, and basically said that the company was pushing the human race forward and changing the world.
When other marketers talked about the features of their product, Apple was talking about their values, the cause that they represented, their vision, their mission and their reason for being… and that drew people to them. It takes a big idea!
Positioning = “What the product is… and who is it for?”
There could be a huge number of products in the same category you are, so if you want to stand out, you have to be really clear in saying what the product does and who it’s for. The right message can create a lasting impact for your brand for decades to come.
Ogilvy positioned Dove as “a toilet bar for women with dry skin.” since it lathers really well… decades later, it still works… women still flock to buy Dove.
That simple decision to have a clear but resonant message built Dove into the giant it is today.
Decide what the ‘image’ of your brand should be…
Brands that make a lasting impact on the world have a specific thing they represent that can be summed up in one word. Apple, for instance, would be, “creativity”, Nike “athleticism” and Redbull, “extreme”.
Once you decide what that is for your brand then you have to deliberately show imagery that subtly builds that perception into the minds of your target audience.
For some it means showing the product in action solving a problem or having an impact e.g. Nike showcasing it’s athletes using their products.
For others it could simply mean showing metaphorical allusions like Apple with its, “Think Different” campaign, in comparing its image to great contrarian figures like Gandhi, Muhammad Ali and Martin Luther King Jr. or Redbull in sponsoring a man skydiving from space, formula one, football and extreme sports.
Another option is the showcasing of the process of creating the product or the environment in which it is created e.g. certain food and drink products that allude to freshness or authentic taste.
Make the product the hero
The product and what makes it good should be at the center of your story. The key to this is never to focus on comparing yourself with your competitors… just focus on showing what makes your product positively good in a clear, honest and informative way.
Ogilvy’s company showed the strength of super glue by shooting a commercial where an announcer was hung from the ceiling as he made his pitch… with the glue stuck to his shoes.
This clearly shows the value of showing your product in action, or showing it’s impact as it solves the problem for your target customers.
Repetition is persuasive
Repetition is persuasive, especially if it comes from different sources. Try to find other stakeholders who may be interested in telling the story of your product or of the impact your product has made on them. These could be media outlets, customers, employees, and respected authorities who agree with what you have to say.
Lastly, Ogilvy says that you have to keep generating news worth talking about for your organization and sharing it. Any significant events could be gold mines for the progression of your brand.
Conclusion
Being a part of the 11% of breakthrough brands is a tall order but with consistent investment and a long-term horizon, it’s more than possible to create a brand with a long lasting impact and legacy.
The great thing is we already know the basic principles, all it takes is the decisiveness to invest in the future of our impactful enterprises. Can’t wait to keep building in 2024!
Until next time,
-Max
Sources
“Ogilvy on Advertising” by David Ogilvy
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