"It is the modern equivalent of the best location in the high street, except the location is in the mind."
In June 2006, Maurice Saatchi penned an opinion editorial for the Financial Times titled "The strange death of modern advertising."
You can read it here.
Reading it now, it has a time-travel feel.
Saatchi wrote about concepts like digital natives, neuroscience, multitasking, and consuming content at 2x speeds - all ideas a communications pro today will see as elementary.
What Saatchi really wrote about that isn't elementary even today - is the power of owning a word.
Even in 2006, before Apple's iPhone, Saatchi rightly wrote that we are overwhelmed with communications and only crisp, clear, and concise ideas break through.
Crisp, clear, and concise ideas travel faster, further, and with less friction.
Saatchi wrote that each company or cause can own one word.
One word that is fully completely linked in a client's mind to a company or cause.
"It is the modern equivalent of the best location in the high street, except the location is in the mind."
Try this.
When you read the words below, what comes to mind first:
Search.
Safety.
Genius.
Freedom.
Family.
Priceless.
According to the Global Language Monitor, English currently tops a whopping 1 million distinct words.
So you have a million opportunities.
Myself, I am partial to owning three words.
For my services, I lead with the following:
Global Street Smarts.
Always Be Communicating.
Geopolitical Business Communications.
Plus, you can't beat:
Just do it.
World's favourite airline.
Ultimate driving machine.
Regardless if it is one word or three words, there is power in owning a word.
If you need help finding your word or words, Caracal is here to help.
Enjoy the ride + plan accordingly.
-Marc
