In The strange death of modern advertising, Lord Maurice Saatchi admits that 50-year-old advertising is dead, “The word comes first and it is singular – one word, not several words. For a brand, the word comes before all actions, in all media, at all times.”
To quote Saint John, “In principio erat verbum et verbum erat apud Deum, et deus erat verbum.” Lord Saatchi calls this fetish of the word, “one word equity.” Saatchi continues, “In this new business model, companies seek to build one word equity – to define the one characteristic they most want instantly associated with their brand around the world, and then own it. That is one-word equity.”
Edelman has two very good words, “pioneer thinking,” but what would our one word be? What would I want my personal one word to be? Medium.
