(Guest post by Vancouver Island University MBA student Kayodé Wan.)
A while back, I had the misfortune of watching the movie, Eat Pray Love – a movie spun off a 2006 memoir by American author Elizabeth Gilbert, staring Julia Roberts. A misfortune because, I was coerced by my mate/host, who wanted to watch a chick flick to help deal with her insomnia. Since I was couch surfing, I had little to say about it.
While trying to keep my eyes open, and faking enthusiasm, one particular scene caught my attention. Elizabeth, Julia Roberts’ character, is at a café with her mates, and they start this game, where one person mentions the name of a city, and another person mentions a word that aptly describes it. Paris was synonymous with romance: Rome sex, and New York ambition. Immediately, my I.M.C (Integrated Marketing Communications) cap came on: how can this concept be applied to branding?
In this day and age of information overload, brevity honestly is the soul of wit. I get a mild fit of irritation when I peruse a news article for instance, and it’s *blinking* long. You might reckon this a glaring symptom of A.D.D; and you’re probably right – I blame my twitter addiction. Now relating this to branding: can you in one word describe your brand? Or more importantly, can your target audience sum you up in one word?
Apple equals “innovation”. Louis Vuitton equals “posh”. Dana @1shelter Worberts equals “Wasabi-terminator” (my MBA classmate, who at sushi restaurants, devours lumps of wasabi with frightening ease). The bottom line here is, companies that can effectively communicate what they’re about, devoid of being garrulous, score major points: they seep through the fortified and sky-high mental walls of their audience. This is by no means an easy task; KISSING is hard (and by KISSING, I mean Keeping it short and simple). Now let’s practice, me, Kayode Wan equals “@brandnutter”. Now your turn…
I conclude this train of thought, with a quote by Thomas Jefferson: “The most valuable of all talents is that of never using two words when one will do.”