It all began with this letter. Written 60+ years ago by a young copywriter/creative director to the owner of the big ad agency he worked for. It dealt with a philosophy that would be central to him throughout his career and would forever change the world of advertising. His name was Bill Bernbach.
"Advertising doesn’t create a product advantage. It can only convey it." – Bill Bernbach, Advertising Legend Sponsored By: Brand Aid
What are the most important considerations in brand management?
Marketing has always been about more than just sales. Getting the customer to sign on the dotted line is merely the opening volley in the battle, not the victory salute. Getting that consumer to stay with you longer and spend more are the real drivers of a company’s success.
Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators.
