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Ogilvy on Advertising in the Digital Age:
It is an annoying fact that explicitly cultural language is better for describing post-hoc what has happened than it is for provoking the happening in the first place.
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057 |
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Ogilvy on Advertising in the Digital Age:
…the accelerating Digital Revolution started a new, fertile strand of thinking. It has brought with it an unprecedented pressure for transparency.
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057 |
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Ogilvy on Advertising in the Digital Age:
Put simply, there is no longer any hiding place. The bracing wind of transparency has blown through corporate corridors in a way that defies resistance.
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057 |
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Ogilvy on Advertising in the Digital Age:
In the place of the voice of authority, stakeholders in the digital world demand ‘proof of authenticity’. Are you who you claim to be? And, who do you claim to be?
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059 |
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Ogilvy on Advertising in the Digital Age:
…[a] company’s inability to consistently deliver on its promise… undermine[s] the integrity of its brand positioning.
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062 |
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Ogilvy on Advertising in the Digital Age:
The danger, always, is of being seen to buy authenticity. It’s not tradeable.
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062 |
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Ogilvy on Advertising in the Digital Age:
..the role of post-modern brands [is]: to define their own space within the internet – their own ecosystem – which they populate with their own content.
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064 |
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Ogilvy on Advertising in the Digital Age:
It is brands that re-assemble our attention, that provide a resort for those who are interested…
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064 |
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Ogilvy on Advertising in the Digital Age:
…research shows that consumers are demanding much more from their brands: a logo, a reason why, an emotional promise, a cultural belief – all these may no longer be enough.
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064 |
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Ogilvy on Advertising in the Digital Age:
Many brands require significant transformation… in a world where few taglines are memorable or meaningful anymore, actions that demonstrate new points of view are a better way to drive change in perception.
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064 |
