Bill Bernbach Said #56

Number 56 in our Bernbach series...

“You’ve got to live with your product. You’ve got to get steeped in it. You’ve got to get saturated in it. You must get to the heart of it. Indeed, if you have not crystallised into a single purpose, a single theme, what you want to tell the reader, you cannot be creative.

Read all of the previous Bernbach Said posts here.

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