One of the key reasons to bringing in an outside consultant is that an outlander can say things that need to be said. We often ask difficult the questions, “If people could only remember one thing about you, what would it be? What is at the core of your brand?” 
We know it for best brands:
- Disney = Magic
- Apple = Simplicity
- Target = Hip
- Walmart = Cheap
- Mercedes = Prestige
- Volvo = Safety
- Prego = Thick
- American Red Cross = Blood
On average, people can only remember and use about 50,000 words. There are more than 6 million trademarks, so how can people possibly remember more than one idea about your products or services? Even when we describe people we know, we only use one or two words, “She’s so nice,” “He’s so funny and energetic.”
So what is your one idea? As an ad agency, we don’t add, we subtract to get at the very core of what is important to your stakeholders.
