Brand Essence in
Just Six Words ...

It is hard to write a story in 6 words
but Ernest Hemingway did.
\"For sale: baby shoes, never worn.“
A powerful sentence isn't it? It
instantly creates a myriad of images
and emotions in our minds.

If I say \"Maiden voyage....iceberg....not
enough lifeboats\",
you know I mean Titanic.
The 6 word story has become a bit of a
phenomenon with magazines like Smith
and Wired encouraging people to write
their 6 word life story and share it.

Why don't we apply the same principle
to brands?
Can you write your brand story in 6
words? It's a good test of how clear and
unique the positioning really is against
the background noise.
I've had a go at three….

Is Starbucks instantly recognisable
from the words
Third place between home and work?

McDonalds from
The fastest burger anywhere on earth.

Can you name this brand from
just 6 words?
Mint with a hole. Fresh breath.

Try writing the 6 words which best sum
up your brand or a brand you work on.
How easy was it? Did the results surprise
you? Might your competitor say the
same? Would customers recognise you,
and you alone? It's a revealing exercise.

I'm not sure that McDonalds wants to be
\"the fastest burger anywhere on earth\".
But in my head it is. No mention of
quality. But accessible and fast.
Given the description some might say
Burger King, but I'm betting more people
would say McDonalds and that's not a
bad place to be.

Every brand has a
six word story....
what’s yours?
More thoughts like this at:
http://ingridmurray.blogspot.com