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“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
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“A brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.”
― Aaker on Branding: 20 Principles That Drive Success
― Aaker on Branding: 20 Principles That Drive Success
“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
― Ogilvy on Advertising
― Ogilvy on Advertising
“Embarrassment is a villain to be crushed.”
― Influence: Science and Practice
― Influence: Science and Practice
“Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.”
― Ogilvy on Advertising
― Ogilvy on Advertising
Lucca’s 2025 Year in Books
Take a look at Lucca’s Year in Books, including some fun facts about their reading.
816 books
|
2,752 friends
143 books
|
35 friends
0 books
|
2 friends
0 books
|
41 friends
2 books
|
2 friends
0 books
|
7 friends
0 books
|
10 friends
Favorite Genres
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