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Confessions of an Advertiser is the work of david ogilvy, the founder of Ogilvy & Mather. David ogilvy University dropped out of school, experienced unemployment and worked as a chef, door-to-door salesman, diplomat and farmer. At the age of 38, Ogilvy founded an advertising company, which was a great success and was called the modern advertising pope. The confession of an advertiser entered the university classroom, which was well known by everyone engaged in the advertising industry and became the "Bible" of the industry. As people joke, david ogilvy didn't graduate from college, but college students are studying his books. David's proudest advertisement in his life, which is also mentioned repeatedly in the book, was made for Rolls Royce and Dove Soap: "At 60 mph, the loudest noise of this car comes from its electronic clock" and "Bathing with more soap can moisturize the skin".

Although my occupation has nothing to do with advertising, I firmly believe that different industries must have ways to communicate with each other, and these ways exist beyond specific work forms and skills. Among the values conveyed in this book, I was deeply impressed by three points.

Success is not accidental, and there are no shortcuts. The success of a career must be based on profound accumulation. If you think david ogilvy's success is inspiring, you may be wrong. In his book, he didn't talk about the miracle of success, nor did he intend to cook a bowl of chicken soup for the soul, telling you that you can start a great company overnight. He started working in the kitchen when he was young, which helped Ogilvy a lot. He borrowed many basic principles of team management from the kitchen supervisor. The experience of sales made him understand the concerns of consumers, and the experience of researchers cultivated his habit of analyzing the market through data. I think these experiences are the cornerstones of his successful advertising career.

Establishing and maintaining excellent brand image is the key to lasting success. Ogilvy & Mather put forward the brand image theory. He warned customers to maintain a brand image for a long time, not to pursue short-term interests for quick success and instant benefit, and not to make advertisements that are contrary to the product plate image and destroy the brand image. And establishing a disgraceful brand image may eventually have to be reinvented. This is his pertinent advice to customers decades ago, and this advice is still so correct today. Imagine what has happened in the world today in terms of brand image. Xiaomi Company has created the image of a cheap mobile phone, which can't be adapted in a short time. Although Xiaomi Company was in the limelight on 20 1 1-20 14, its growth has been weak in the last two years, and a technology company is about to become a department store full of knockoffs and cheap products. It is true that during this period, Xiaomi's marketing made a lot of brains to attract attention, such as making news by selling mobile phones that can never be bought. This is the so-called hunger marketing. For example, on 20 16, Xiaomi produced a Redmi series thousand yuan machine, which probably used dual lenses, and its promotional copy used "XX (Jane Eyre Star) to make you taste double stalks". The evil copy is on fire, but the product is finished. In the final analysis, a technology enterprise should establish and maintain a brand image that conforms to the positioning of a technology enterprise, or at least not be tied to cheap, inferior and fake products. On the other hand, Xiaomi is Huawei. Although I can't understand some of Huawei's copywriting, such as "Gentleman is like a orchid", "Time flies" and "Jazz Life", Huawei has done a lot better than Xiaomi in another respect, that is, shaping the image of a technology enterprise. It is the first to launch a dual lens on the glory 6plus mobile phone (note that it is not a dual lens head). At that time, the copywriting was "seeing the world with eyes", insisting on constantly optimizing the dual-lens technology until it was a great success in the P9 series. Since the P9 series of mobile phones, Huawei has made great progress in shaping its brand image, that is, it cooperated with Lycra and used Lycra's image processing technology to realize the combination of technology and art ... What kind of turn is this? At the same time, the idea that buying Huawei is equal to patriotism somehow seems to have become a fact, and I have to secretly admire the marketing trader behind it. The rise of OPPO and VIVO in the past two years is worthy of in-depth study by advertisers.

Sales methods and concepts are successful marketing, or the most successful marketing. Perhaps it is a firm belief that establishing and maintaining an excellent brand image is the key to lasting success. Ogilvy personally wrote a book Confessions of an Advertiser. When you finish reading it, you will find that Ogilvy has completely succeeded in marketing its own and Ogilvy's advertisements through this book. When his ideas are fully accepted, people will set up advertisements->; Ogilvy->; The logical chain of Ogilvy & Mather advertising. Ogilvy & Mather is a leader in advertising. Ogilvy even boldly tells customers how to cooperate with advertising companies in the book. Yes, in an open book, Party B told Party A with its eloquent theory that in the future cooperation with Ogilvy & Mather, it should pay attention to the following matters, especially not to interfere with the creativity and scheme of advertising companies. Advertising, listen to me. Ogilvy really made a lot of money through this book. He gained an unshakable position in the industry and became a respectable, authoritative and awesome Party B ... Of course, the premise of everything is that this book can stand criticism and scrutiny.

I suggest that every friend read the book Confessions of an Advertiser. Maybe when you can write a confession of a XX man, your career will be a great success.