Consumers live in a busy world – bombarded by thousands of messages each day and as marketers we often like to complicate their lives even more.

How so? Marketers often try and make their brands all things to all people. On one level, that makes sense. If you can make one product mean many things to many people, then that product will have broad appeal.

Or no appeal at all.

Think about it – if  people are extraordinarily busy and getting bombarded by thousands of messages, are they really going to have the time or attention to learn 5 things about a brand and focus on the one that resonates strongest with them?

The fewer things you are, the stronger the message comes across. If you are one thing, the message comes across loud and clear.

In a world of gross excess, less is truly more…especially in the marketing world.

Filed under: Latest Postings on September 13th, 2007