Keep It Short (Part 2)

Billboards are starting to get my attention. There’s one for budget Hong Kong Airlines that shows a stewardess pulling a blanket over a passenger with the tag line “When comfort is our business”. Why even say “When”? Isn’t comfort their business all the time?

Hong Kong Airlines billboard

Don’t you also just like the buzzwords “Energetic, Flexible, Reliable” at the bottom?


About Case

Managing Director at Black Isle Group Asia, helping executives stand out when they speak.
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