And now a word from Maurice Saatchi

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We didn’t go to Cannes, but we are intrigued by an idea apparently thrown out there in a speech by Maurice Saatchi last Thursday at the annual festival/bacchanal: he suggested that since media has become so fragmented, advertisers should reduce their brand positioning to one word. (Think Google = Search.) Said Saatchi, "That is, they aim to define in one word the particular characteristic that they most want instantly associated with their brand around the world." In fact, Saatchi even suggested that this one word branding concept could be applied to countries, and, naturally—when one recalls the campaign that led him and his brother to fame and fortune—political parties. As we said above, we’re intrigued. But we have no idea if he’s right.

—Posted by Catharine P. Taylor

Credit: Getty Images