“Advertising reflects the mores of society, but does not influence them.” — David Ogilvy, member, Advertising Hall of Fame

Posted by & filed under Advertising, Branding, Life.

In Ogilvy’s world, advertising ruled. A lot has changed since then, but one thing remains constant – the importance of what you say and how consistent you are in your messaging. The most effective marketing captures a sentiment, feeling or thought in a fresh way that connects people.

Nike’s Just do it is a good example. When people heard the line, they connected with it. It captured the essence of fitness – it starts with just doing it and continues day-after-day. Thinking and talking about it won’t work – doing does. The message was authentic with the experience of its target market.

Yes, Nike spread its message through advertising, but it also it also used events, news reports and online. Advertising, marketing, public relations–all seem to be melding together. Yet, they share one thing in common: Consistent messaging gets attention. And, the simpler the better.

Short phrases that articulate a shared brand are memorable.

Think small (VW)
Save Money. Live Better. (Walmart)
The happiest place on earth (Disneyland)
When you care enough to send the very best (Hallmark)
Have it your way (Burger King)
The best or nothing (Mercedes-Benz)
Think Different (Apple)
Breakfast of Champions (Wheaties)
A Diamond is forever (De Beers)
Don’t leave home without it (American Express)
We try harder (Avis)
If you’re ready to BE KNOWN, give us call. We’re here to help.

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Liz Cawood

Liz Cawood


Liz’s creative outlet is writing – and gardening. She’s dabbled in fabric arts and done a few oils, and even did some rock painting for “Flood the Streets with Art” last November. She’s a voracious consumer of content and enjoys the mental gymnastics of playing with ideas.