David Ogilvy (1911-1999) – British advertising expert. Founder of one of the largest advertising agencies in the world, Ogilvy & Mather. He started his business at the age of 38 in America with little savings and without partners. He became famous for his advertising slogans created for the world's leading companies. He worked for such successful companies as Rolls Royce, Shell, Guinness, General Foods, Dove and others. He is the author of the books “Confessions of an Advertising Specialist” (1963) and “Ogilvy on Advertising” (1983), which became bestsellers. David Ogilvy is recognized as a classic of advertising.
Ogilvy, as an advertising expert , had a good understanding of the consumer, their characteristics, behavioral tendencies, and attitudes, and believed that sincerity was the key to successful customer relationships.
"The consumer is not stupid. He is like your wife. You insult his intelligence if you think you can persuade him to buy something with a slogan or inanimate adjectives." D. Ogilvy
In modern business literature, a brand is often equated with a persona . It is characterized as a living, spiritual being and is attributed with human traits. The consumer also perceives his chosen and beloved brand as a persona. He knows what to expect from it, has his finger on the pulse of the brand and feels its every thought. He cheers on its innovations and is tolerant of its mistakes, and in return for loyalty and generosity, he expects sincerity from it. No one is without mistakes. A brand is also forgiven for mistakes, but it is impossible to deceive the consumer for a long time and cover up shortcomings for a long time. This causes aggression and apostasy in the consumer.
A brand can have two approaches to a mistake: covering up the fact and acknowledging it with an apology. An apology is a better solution. When an apology is made, the consumer understands the brand's mistake and the company emerges from the crisis with fewer losses in the form of customers.
"Admit your weaknesses to the customer before he notices them. This will give you more credibility in his eyes than bragging about your strengths." D. Ogilvy
