M&C Saatchi have christened this approach One Word Equity, which a white paper by Mohammed Iqbal from O&M Bangalore amusingly points out is two words too long to fit its own maxim!
Judge the merits for yourself at http://www.onewordequity.com/
Monday, April 14, 2008
One word equity?
In a speech in Cannes in 2006, Maurice Saatchi extoled the virtue of reducing a brand's proposition to one word only. In a world of media fragmentation and message divergence surely this approach makes sense - as consumers can we really be expected to recall any more than one word?
M&C Saatchi have christened this approach One Word Equity, which a white paper by Mohammed Iqbal from O&M Bangalore amusingly points out is two words too long to fit its own maxim!
Judge the merits for yourself at http://www.onewordequity.com/
M&C Saatchi have christened this approach One Word Equity, which a white paper by Mohammed Iqbal from O&M Bangalore amusingly points out is two words too long to fit its own maxim!
Judge the merits for yourself at http://www.onewordequity.com/
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