Ogilvy's motto: 'A long term investment in the brand'

Ogilvy repeated the Hathaway success on his very next client, Schweppes Tonic. He also created a personality for the brand: Commander Whitehead's image conveyed a message of intrigue and sophistication: a great storytelling element. Clients like Shell, Sears, KLM, American Express, IBM, and Rolls-Royce were impressed and wanted Ogilvy to work his brand magic on their brands.
He took the concept of brand image from the academic world and injected it into the glamour of advertising. “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image”