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Ad legend William Bernbach said – among many many other useful things – that “Dullness won’t sell your product, but neither will irrelevant brilliance.” Too often, phrases or straplines that have some rhyme or alliteration (not bad in themselves, but usually useless by themselves),  or perceived cleverness have an appeal, but are ultimately meaningless because, well, they are meaningless. Concise, memorable, and meaningful – all the elements must be there. If it’s not relevant to the audience, then it’s just self-entertainment.

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