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— David Ogilvy"...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market."
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A company may be the de jure owner, but customers are the de facto owers of the brand.
— David Wolfe
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Brands no longer own their message. They can try to control it, but they do not own it. Today, consumers own the message. What they say about a brand carries more weight than what the brand says about itself.
— Kim Garst
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