One of the first ads David Ogilvy wrote as the head of his own agency was “Guinness Guide to Oysters”.
- Ogilvy always stressed that “every advertisement must contribute to the complex symbol which is the Brand Image”.
- Brand Image meant the personality of the product — a combination of its name, packaging, price, its advertising style, the nature of the product, etc.
- An ad campaign, Ogilvy said, must always revolve around a sharply defined personality — a coherent image that you must stick to year after year.
I’d say that image has held up well.