The politically correct answer is that both are important. But many products and services are “me-too” and lack a unique strategic advantage -- the “what you say.”

In that case, they need a powerful “How you say it” to really stand out. One great example is the current ad campaign for Ally Bank. In an age when most banks are making the same old promises about “honesty” and “trust," this online bank has found a fresh, humorous way to make their message poignant and believable.

Want to build your brand? Search for the “What you say” and say it well. But if all else fails, make sure there’s magic in “How you say it.”

Howie Cohen | Chief Creative Officer