“Stop interrupting what people are interested in, and be what people are interested in.” - J. Walter Thompson
It's hard to write a story in six words. But Ernest Hemingway did. “For sale, baby shoes, never worn.”
It’s a powerful statement. It instantly creates a myriad of images and emotions in our mind. If I say, “Maiden voyage…Iceberg…Not enough lifeboats,” the Titanic comes right to mind. The six-word story has become a bit of a phenomenon with Smith and Wired magazines, encouraging people to write their six-word life story and share it.
Why don't we apply the same principles to brands? Can you write your brand story in six words or less? It's a good test of how clear and unique the positioning really is against the background noise.
Can you name this brand from just six words: Mint With A Hole. Fresh Breath.
Here are some examples in six words or less:
- “We bring good things to life.” (General Electric
- “You’re in good hands with Allstate.” (Allstate Insurance)
- “The World’s Local Bank.”(HSBC)
- “Bank of Opportunity” (Bank of America)
- “The Power to Sell” (Richardson)
- “The Ultimate Driving Machine” (BMW)
- "Focus. Momemtum. Results" (MarketMatch)
Try writing the essence of your brand in six words or less. See if the results surprise you. Might your competitor say the same? Would customers recognize you, and you alone?
Every brand has a six-word story? What's yours?
Please feel free to respond to this blog with your six-word brand story.
Remember to have a great day (six words),
Nick Vaglio, CFMP
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