Al Ries writing in Ad Age says it’s imperative to describe one’s brand in three words.
Powerful, long-lasting brands are built by owning a word in the mind.
About David Burn
I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.