For atleast two decades now, Hey Whipple, Squeeze This has been a go-to manual for everybody in Advertising – from fresh-eared newcomers to those who have been in the business for many years.
The title comes from the unconventional Charmin Toilet Paper advertising campaign in the 70s, which revolved around an annoying shop clerk – Mr. Whipple, who just wouldn't stop squeezing the product.
So much to unpack in this book. Strongly recommend this book to all content & brand communication custodians (and to not just Advertising newbies).
Here's a thread on the timeless lessons it offers re: why brands must communicate an intrinsic truth, choose to be interesting, own their shortcomings, and tell stories that are franchisable.