• Once defined, the brand becomes an invaluable
organizing principle. We use it for every single
marketing decision. As Brand Stewards, we seek to
insure that the brand is true in all its
manifestations--from the advertising to the
development of loyalty programs to the design of
• This is what our clients seek from us: strategic
insight and business applications, as well as
creative communication solutions.
``Within every brand is a product, but not every product is a brand.''
• The Brand Stewardship process helps us to know
your brand inside out, gathering general
• The product details--every element of the product
• The consumers--from the loyal to the potential
• The competition--direct and indirect, trends, etc.
• The environment--the company behind the Brand
and the broader consumer environment.
``The best way to get new accounts is to create for our present clients
the kind of advertising that will attract prospective clients.''
as toilet bar for women with
``The most important decision is how to position your product.''
The Big Idea
Did it make me gasp when I first saw it?
Do I wish I had thought of it myself?
Is it unique
Does it fit the strategy to perfection?
Could it be used for 30 years?
innovation. Change is our lifeblood, stagnation our death knell”.
A Big Account
•Physicians, heal thyself
“Avoid clients whose ethos is incompatible with
“The purpose of my ad was to project
the agency as knowing more about
``Never write an advertisement that you wouldn't want your own family to read.''
``Resist the temptation to write the kind of copy which wins awards.”
``When you advertise fire
extinguishers, open with fire”.
``Unless your advertising is built on a big idea, it will pass like a ship in
Marketing fundas by Ogilvy
Naming your product
End of the blockbuster
“Marketing as objectivity”.
Don’t waste time on problem babies
Pricing is guesswork
“the consumer isn’t a moron, she is your
``I admire people with gentle manners who treat other people
as human beings.''