What would you tell the future about brands/advertising/planning if you had only one sentence to say it in?
* Any communication task can be reduced to an information flow problem.
* A brand is the recipient of a premium people are willing to pay in terms of price, time, attention, involvement, emotion, etc.
* Talking is not the same thing as communicating.
* Everything that has a beginning has an end - including your brand, your brand idea and the every day engagement you are now having with your consumer.
* A brand is a common shared experience between 2 or more people.
* Communication should be as simple as possible, but not any more simpler.
(misquoting none other than Albert Einstein!)
*A brand is anything that makes an attention profit - giving away a little of it to get lots more back.
* There are two approaches to do everything; an idea is the shorter one.
* The shorter and tighter the feedback loop between a brand and its consumers, the more successful it will be.
* Communication is what you are saying when you are not saying anything.
* (For planners:) What you know is always a subset of what you should know.
* If you aren't a consumer, you cannot be a marketer.
Iqbal Mohammed is Head of Innovation & Strategy at a digital innovation agency serving the DACH and wider European markets. He is the winner of the WPP Atticus Award for Best Original Published Writing in Marketing & Communication.
You can reach him via email or Twitter.
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