I don't mean to be philosophical
But reading Ogilvy on Advertising is seriously a roller coaster experience that rocks my thoughts.
According to the advertising legend there are few ways to identify advertising (or marketing?) big ideas, here goes:
- Did it make you gasp when first saw it?
- Do you wish you have thought of it yourself?
- Is it unique?
- Does it fit the strategy to perfection?
- Could it be used for 30 years?
I mean, 30 years? Seriously!
How many of the ads out there these days fits into any of these criteria? Especially the 30 years duration, that's quite a long probation period I'd say. I'm on my way doing research for a few articles that's about to come to their deadlines in a few weeks (some even days) time and this book has confirmed a few of my principles and thoughts.
Among others, I really believe that marketing is a process of enriching people's lives, because it helps people to make decision in a market that every products looks and smells the same. We help them to choose. (Another thing I strongly believe in, is design)
Ogilvy puts it best: It is about the positively good. In a parity market, product that wins in creating confidence that the product is positively good among the consumers, wins.
Time to start packing for dinner, gotta hit somewhere that I can watch the next match. Have a good week ahead folks.
