A Quote by Maurice Saatchi
In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.
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The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.
While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
In daily practice, the word brand stands as a surrogate for the word reputation. In fact, your brand acts just like a person. When you know a person's reputation, you can predict his or her behavior. You know what that person is likely to do or say-or not do or say-in any given situation. Your brand works the same way.
Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.
With the strong global appeal of the Playboy brand and the differentiated content offered, we have built a men's destination site with multiple revenue streams, including e-commerce, advertising, subscription and pay-per-view, ... In addition, our recent acquisition of the Spice brand gives us an opportunity to create a separate site, cross-promoted with the Spice TV network.
I have never heard the word brand used so often as I did around The Guardian. Brand was the magical word, particularly as it was uttered by Alan Rusbridger, that would transform the paper and the goal that everyone was working toward.
If one person sits down at their computer one day and types one word, dose that affect the future? If that one person didn't type that one word, would the future's history be changed? Dose their one word even mean anything? Dose my one (times a lot) word mean anything? Dose that one person's one word even get read-once? If I wasn't sitting here writing my words, would my future be different?
There should be a word for that brief period just after waking when the mind is full of warm pink nothing. You lie there entirely empty of thought, except for a growing suspicion that heading towards you, like a sockful of damp sand in a nocturnal alleyway, are all the recollections you'd really rather do without, and which amount to the fact that the only mitigating factor in your horrible future is the certainty that it will be quite short.
Praise the name of baseball. The word will set captives free. The word will open the eyes of the blind. The word will raise the dead. Have you the word of baseball living inside you? Has the word of baseball become part of you? Do you live it, play it, digest it, forever? Let an old man tell you to make the word of baseball your life. Walk into the world and speak of baseball. Let the word flow through you like water, so that it may quicken the thirst of your fellow man.
I don't mind my wife having to last word. In fact I'm delighted when she reaches it.
Lifestyle. Not a word at all, really - rather a wordette. A genuine case of more is less. ... the word life and the word style are, except in rare cases (and chances are that you're not of them), mutually exclusive.
Courage is a heart word. The root of the word courage is cor - the Latin word for heart. In one of its earliest forms, the word courage meant "To speak one's mind by telling all one's heart." Over time, this definition has changed, and today, we typically associate courage with heroic and brave deeds. But in my opinion, this definition fails to recognize the inner strength and level of commitment required for us to actually speak honestly and openly about who we are and about our experiences -- good and bad. Speaking from our hearts is what I think of as "ordinary courage.
Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. Never use a long word where a short one will do. If it is possible to cut a word out always cut it out. Never use the passive voice where you can use the active. Never use a foreign phrase a scientific word or a jargon word if you can think of an everyday English equivalent. Break any of these rules sooner than say anything outright barbarous.
Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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