Do this or die was a warning issued to advertising agencies and their business customers by renowned advertising agency, Doyle Dane Bernbach, for a Time Inc. contest in the 1960’s.  Penned by advertising legend Bob Levinson, Do This or Die can be simply summarized as follows:

Tell the truth about products and offer a product that’s worth telling the truth about.

In the midst of the biggest economic slowdown since the Great Depression that has seen the breathtaking failure some of the world’s greatest brands who failed to heed these words, this remarkable advertisement, has perhaps more relevance today than it had fourty years ago. It also provides the marrow for what we, do at Bone:

Grow your business by letting your target market know, with every means possible, that you have a superior product or service and do our utmost to ensure that what is promised equals the truth.

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