One Word Expertise

Thanks to Ian Macmillan, I read this very interesting conversation with Maurice Saatchi on Advertising.

In his 40 years in advertising, Maurice Saatchi has been responsible for some of the industry’s best known slogans - phrases such as “The world’s favourite airline” and “Labour isn’t working.” Now, the executive director of M&C Saatchi is arguing that companies should boil down their brands to a single word.

He talks about the changing dynamics in advertising, and how
we are increasing living in a world of continuous partial attention. How now it is possible for a teenager in the 30 seconds of a normal TV commercial, to take a phone call, send a text, receive a photo, play a game, download a music track, read a magazine and watch commercials at X6 speed.

He argues that the future of advertising, whatever the technology, will be to associate each brand with one word.

The one word ITVidya would like to be associated is "Sharing". Sharing of ideas, Sharing of Knowledge, sharing of contacts, sharing of recommendations, sharing of ideas, sharing of opportunities. The Sharing will ultimately result into opportunities , collaboration and wealth.

What is the one word you associate yourself with ?

Regards
Ajay Sanghani,
CEO
ITVidya ( http://www.itvidya.com )
MY IT Blog @ http://ajaysanghani.itvidya.com
Cell : 09820020753 Yahoo IM and Skype : ajaysanghani