Elevate the literal.

When you’re trying to define a company, don’t just look at the physical, obvious products they make. Look at the effect those products or services have on the people who use them.

RedBull doesn’t just give you energy. It gives you wings.

Apple doesn’t make technology. They make design that just works.

What does the company really do in the world? What comes of their efforts? What changes as
 a result? Where would we be without them?

Sometimes, it’s not what a company does. It’s what the company’s products mean to other people. Elevate the literal.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.