Bylines by David Bernstein

Latest Archive

How to find your “why.”

How We Think

David Bernstein

Don’t worry. We’re not talking about why human beings exist or even why you should get out of bed in the morning. We’re an ad agency. So the only why we care about is why someone should choose your product or service over someone else’s. And to answer that, we offer our patent-pending “Why Axis.” […]

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Why do so many companies advertise their "WHAT" instead of their "WHY"?

How We Think

David Bernstein

The short answer is, it’s easier. As readers of our past blogs know, a WHAT is rational. It is, quite literally, the thing your business is selling: a product or a service. Companies are almost always proud of their WHAT. And why shouldn’t they be? They’re selling it and people are buying it. It’s put […]

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Should your client’s tone of voice change when the culture does?

How We Think

David Bernstein

We’ve all been taught to give the brands we represent one voice. It should be distinct, ownable and memorable. So whenever consumers hear it, they immediately know it’s you. But sometimes changes in the culture force us to reinvent that voice. For Gillette, it was the #MeToo Movement. They redefined their macho “The best a […]

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David Bernstein

Published Articles

Don’t Bitch About the Pitch, Just Embrace Your Inner Draper

The new season of Mad Men is about to start. For most fans, that means a chance to catch up with their favorite 1960s soap…

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David Bernstein

Published Articles

Help Wanted: Actual Talent, Not Fancy Resumes

3 million jobs were lost in the recession. According to my friends in the business, 2.9 million of them were in advertising. So maybe it’s not surprising that my agency gets a lot…

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David Bernstein

Published Articles

The Safe Hire

It’s a basic rule of business: Only hire someone who’s done the job before. It sounds like a no-brainer. But I wonder if that’s just because we aren’t using our brains. I…

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David Bernstein

Published Articles

Art & Commerce: Politically Indirect

NEW YORK These days, you can’t watch the news without hearing a bland sound bite from one presidential candidate or another. And that got me thinking. Every four…

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