When we teach marketing, we preach to students that successful companies must
distill their brand message to a single sentence or phrase. If a brand message requires even a compound sentence, consumers glaze over and you’re forgettable. But it seems famed advertising agency Saatchi&Saatchi now believes that marketers should reduce their brand message to a
single word. "What I am describing here is a new business model for marketing, appropriate to the digital age," Maurice Saatchi told a film festival audience recently. "In this model, companies compete for global ownership of one word in the public mind." Examples include “search” for Google, and “innovation” for Apple. Of course the Saatchi&Saatchi agency claims “simplicity” as their moniker.
Marketing Blurb says shorter is better, but a single word does not work for everyone. “Innovation,” for example, has been used by IBM and countless other companies to the point where the word has no meaning. And ironically, “simplicity” is a complex word when applied to interior design, aeronautical engineering and advertising agencies.
Marketing Blurb has one word for this branding idea—“maybe.” Reuters can tell you
more about this.
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