Every advertisement should be thought of a contribution to the complex symbol which is the brand image” – David Ogilvy
David Ogilvy is commonly known as “the father of advertising”, which gives us even more reason to dig deep into this thought provoking quote. We see what Mr. Ogilvy means when he refers to the brand image as a complex symbol. Companies, big and small, have a lot to keep in mind when putting out advertising content because they have to uphold their brand image.
When we are working with a company to create a marketing strategy, one of the most important things we can keep in mind is marketing cohesiveness. Just like many things in our life, our marketing channels need to go together or be united. We don’t want to send out one message on Facebook and send out something contradicting through email.
As common sense as this may sound, there are many possible ways that something can happen that breaks the cohesiveness and cycle and causes a problem. If you have too many people working on your marketing, one person may send something out that doesn’t align properly to something that was sent out prior.
We make it a priority to get to know your brand, do in-depth research on your current and past marketing and limit the amount of people working on your campaign. These steps allow a cohesive marketing plan to happen naturally.