David ogilvy Rolls-Royce advertising copy appreciation?

Ogilvy's brand theory has two main contents:

First of all, a brand must have its own personality.

Ogilvy & Mather pointed out that in view of the unrealistic subjective will of enterprises to expand the scope of application of products at that time, most manufacturers could not accept the fact that they limited their brand image. They want their brand to be applicable to everyone. They want their brands to be suitable for both men and women, as well as for the upper class and advertisers. Therefore, their products have no personality and become neither fish nor fowl, neither male nor female.

A capon can never dominate the kingdom of chickens. To build a brand, you must have your own unique personality and stand out clearly. A specific brand can only be applied to a specific consumer group, not a "universal" "rubber plaster".

Ogilvy's advertisement for "Hathaway" clearly embodies the brand's personality principle. In 18 advertising schemes, Ogilvy finally chose the unique image of "man with eye patch" to shape the brand personality of "Hathaway" shirt. This majestic Russian aristocrat wears that eye patch that makes people think, sometimes conducting symphony orchestras, sometimes fencing, and sometimes buying famous paintings. Wherever he is, he obviously shows his noble temperament. This is exactly the brand image Ogilvy wants to create for the "Haisaiwei" shirt-Haisaiwei shirt is a boutique shirt manufacturer with a history of 1 14, and it completely sews shirts by hand. The brand personality of "Hathaway" shirt is aristocratic temperament. Wearing a "Hathaway" shirt will give you a noble psychological feeling.

Second, establish a long-term brand image and maintain the consistency of the brand image.

Building brand image is a long-term process. In this process, we must be far-sighted, and any short-term behavior that lacks long-term goals and only seeks immediate benefits cannot shape a good brand in the hearts of consumers.

"Every advertisement should be regarded as a contribution to the complex phenomenon of brand image" is a kind of "long-term investment in brand character".

In Ogilvy's view, "image refers to personality." Products, like people, also have personality, and personality can make products stand firm in the market and be invincible. The personality of a product is a combination of many factors-its name, packaging, price, advertising style and, most importantly, the product itself. Every advertisement should consider whether it is beneficial to the image of the product, that is, the advertisement must maintain a consistent image. "