PDF OGILVY—JANUARY 2019 Insta- branding
brand image. The product is hero: Torture the product until it confesses all its virtues. Tone of voice: Most manufacturers want to be all things to all people, and they end up with a brand which has no personality. Layout: An ugly layout suggests an ugly product. There are few products which do not benefit from being given a first-class ticket. ................
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