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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."
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