Brand Essence In Just Six Words

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Information about Brand Essence In Just Six Words
Business & Mgmt

Published on January 26, 2009

Author: IAMurray



Ingrid Murray presents new thinking on how to capture the essence of a brand. An excellent tool to test for strength of competitive advantage.

Brand Essence in Just Six Words ...

It is hard to write a story in 6 words but Ernest Hemingway did. quot;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 quot;Maiden voyage....iceberg....not enough lifeboatsquot;, 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 quot;the fastest burger anywhere on earthquot;. 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:

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