Ogilvy illustrates this concept with whiskey. Why does a person choose Jack Daniels over Old Grand-Dad or E.H. Taylor, Jr.? Is it taste? Probably not.“These three brands have different images which appeal to different kinds of people.” Choosing Dunkin Donuts over Starbucks, Dr. Pepper over Mr. Pibb. It isn’t the whiskey they choose—or the coffee, or the soda—it’s the image. The brand image is 90% of what sells.

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