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We live in a complex world. In our attempts to manage this complexity we subconciously look for ways to reduce all of the things we interact with down to a single, defining attribute. Holland-Mark calls the result of that simplification a brand's "One Simple Thing" or "OST." It is the attribute of any entity that is most relevant and motivating to the target market, distinct from the competition, and true - or at very least perceptually true - to the capability of the entity.