Maurice Saatchi talks about "The Word"
Submitted by caffeinegoddess on Sat, 06/24/2006 - 01:15.
Reuters has a 5+ minute interview with Maurice Saatchi where he talks about a new business unit for for his firm called The Word. The group will help companies develop and implement "one word equity." What does this mean? They are going to attempt to find just one word to characterize their client's brands.
That business model is guided by the Bible, according to Saatchi, specifically the gospel of St. John, where it is written that "In the beginning was the word ... and the word was God.""The word that guides everything that is the god, or the brand, is one word," Saatchi said. "You can't have two words. Two words is two gods and two gods is one too many."
Technorati Tags: advertising newsBookmark/Search this post with:
- Login or register to post comments
- Printer-friendly version
What a crock of shit. They even have a special Web site that spells it out in a few thousand words. I love the bit were he talks about agencies being too interested in things other than advertising. He and his brother started all that shit when they bought a ton of non-advertising companies while they were flying around on the concorde and running Saatchi into the ground. You can read more of my piss and vinegar on AdScam.
Cheers/George
I have to say it. The word is; wank
Seems some brands are already on this path:
eBay- It.
Metlife - If.
Cartoon Network - Yes.
Can I use two words? - "what if?"
Thinking more on this...wouldn't better words be - eBay: sold Metlife: when Cartoon Network: Yeah!
Brand New points out the rather crappy OneWordEquity site.