IMAGE
"An image . . . is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service."
Daniel Boorstin, quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 12.
"You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place."
David Ogilvy, Ogilvy on Advertising, 1985, New York: Vintage Books, p. 14.
"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 87.
"Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images."
David Ogilvy, Ogilvy on Advertising, 1985, New York: Vintage Books, p. 15.
"In the factory we make cosmetics; in the drugstore we sell hope."
Charles Revson, quoted in Michael Jackman, Crown's Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 2.
"Interactive advertising will enable the further 'anthropomorphizing' of brands. In the coming years we will be giving businesses a very human persona. What consumers see will, in a very real sense, seem like a living and breathing human being. Many companies will create virtual bodies -- male, female, young or old -- as well as virtual personalities. One business may, by all appearances, be a laid-back, calm, fatherly figure, while another will have the personality of an energetic, young, party-animal. To achieve this we will start to look seriously at what makes some people uniquely popular and likable, in the hope of capturing that essence for our brand."
Jef I. Richards (2000), Chairman of the Advertising Department at The University of Texas-Austin.