The Simpler The Better

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Positioning is sacrifice.” “A brand must be single-minded.” There’s no shortage of marketing texts or high-priced traveling consultant troubadours trumpeting their versions of this basic messaging commandment. If we all know the rule, why are so many agencies and clients operating outside of the law?

There’s only one way to account for the embarrassingly high number of convoluted, inconsistent brand communications bouncing around today’s vast media landscape: Too many briefs have lost their briefness. Classic, focus- oriented rallying cries of “garbage in, garbage out” and “10 pounds of excrement in a five-pound bag” have been replaced by “multifaceted” and “three-pronged” positioning platforms.

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