The wisdom of aphorisms

Richard Huntington

Aphorisms are brief sayings containing snippets of wisdom in a memorable way. In brand advertising, they can be very persuasive.

The wisdom of aphorisms

Richard Huntingtonadilterate.com

I like aphorisms. Not for nothing are these compact little sayings the finest means of wisdom delivery known to mankind, in service since preliterate times to ensure the accurate transmission of ideas from person to person. So much so that you could even suggest that aphorisms are the original virals.

And they are pretty helpful in the brand advice business.

For account handlers they are of immeasurable help in getting people to do things that they might otherwise be disinclined to do. Ogilvy was a great aphorist, famous for suggesting to clients intent...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands