David Ogilvy – the father of advertising and a master of the creative dark arts was never short of a quote or two: "The consumer isn't a moron. She is your wife." The success of his life's work was defined by his ability to get the customer to buy the product without them really realising why. They only knew of the benefits, or how they could adapt to fit it into their daily lives, not necessarily the means with which they were persuaded to buy. Even today, only if you're truly aware or, let's face it,