From, “It’s Not What It Is,” to “It Is What It Isn’t”

Admittedly, It was easier to get my dyslexic head around the original version:  a New Yorker magazine cartoon showing one spouse catching the other “in the act,” as it were.

The caption:  “Believe me, it’s not what it is.”

Now, Bourbon distiller Maker’s Mark — or more accurately, their ad agency — has apparently decided to peddle a variation of that tagline (see above).

My knee jerk reaction:  if you have to think too hard about it, it may not be the best marketing slogan . . .

P.S.:  still available:  “It isn’t what it isn’t” (“it is what it is” is way done).



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