MCSaatchi launched their 'unique' approach to tackling communications problems last year. They have called this 'One word equity.'
The long and short of it is.....MCSaatchi believe that because the world of communications is too complicated, thanks to that bloody Internet thing, the best way to make sense of it is just to give every brand one word which they can own. And just to prove they aren't copping out, they have a scientific formula that generates your brand's 'one word' and a system to analyse it. Sounds fabulous, no need to worry then I guess.
Genius or just a sales gimmick? You can read about 'One word equity' here, here and here.
Subscribe to:
Post Comments (Atom)
1 comment:
So where's this tool then? Is this just another witch doctor's medicine for brand identity? "It'll only work if you believe in it. If it didn't work you didn't really believe, did you?"
The problem is there are only a few individual words that evoke the messages brand managers want to get to - this is going to end up like keyword positioning on search engines with comapnies competing to "own" a word.
I think "one word equity" has it's own one word equity - boll*cks.
Post a Comment