Comments on: One Word Equity – Saatchi’s Brand Strategy http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy Learning and writing about emerging internet culture Thu, 11 Mar 2010 21:06:05 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Uche Nworah http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy/comment-page-1#comment-3976 Uche Nworah Thu, 26 Jun 2008 08:03:55 +0000 http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy#comment-3976 This is a crazy idea. If this strategy works, the brand may end up losing its core essence and runs a bigger risk of being perceived as a generic name. Why commit resources to building and owning 'one-word-equity-brands', only to pay lawyers eventually to fight those who 'abuse' the name by the way they use it. And what happens if the word adopted goes out of popular usage? does the brand 'die' and resurrect in another word? This is a crazy idea. If this strategy works, the brand may end up losing its core essence and runs a bigger risk of being perceived as a generic name. Why commit resources to building and owning ‘one-word-equity-brands’, only to pay lawyers eventually to fight those who ‘abuse’ the name by the way they use it.

And what happens if the word adopted goes out of popular usage? does the brand ‘die’ and resurrect in another word?

]]> By: Bayo Adekanmbi http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy/comment-page-1#comment-2964 Bayo Adekanmbi Fri, 01 Feb 2008 15:53:30 +0000 http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy#comment-2964 I fully appreciate Lord Richard’s call for one-word equity as a coherent summation of the brand meaning into a simple trigger that allow for brand appreciation I believe that every great brand becomes stronger by integrating its multi-variegated points of mental association into a central word that can diffuse its substantive meaning to the consumers I fully appreciate Lord Richard’s call for one-word equity as a coherent summation of the brand meaning into a simple trigger that allow for brand appreciation
I believe that every great brand becomes stronger by integrating its multi-variegated points of mental association into a central word that can diffuse its substantive meaning to the consumers

]]> By: Greg Verdino's Marketing Blog http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy/comment-page-1#comment-1830 Greg Verdino's Marketing Blog Thu, 16 Aug 2007 14:37:21 +0000 http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy#comment-1830 <strong>What's the word?...</strong> What is Lord Maurice Saatchi up to now? Just months after dismissing the effectiveness of search for driving brands and business (because, people do not know what they want until a brilliant person shows them -- so let's heavy up those spot buys becau... What’s the word?…

What is Lord Maurice Saatchi up to now? Just months after dismissing the effectiveness of search for driving brands and business (because, people do not know what they want until a brilliant person shows them — so let’s heavy up those spot buys becau…

]]> By: Paul http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy/comment-page-1#comment-1829 Paul Thu, 16 Aug 2007 13:38:48 +0000 http://experiencecurve.com/archives/one-word-equity-saatchis-brand-strategy#comment-1829 More proof that these people are out of touch: bad (circa 2003) flash site with a "disable popup blockers" message. Why not tell us it's best viewed in Netscape 4? Bad ideas bad execution. If the Saatchi brand hasn't damaged itself enough, this should be the final blow. More proof that these people are out of touch: bad (circa 2003) flash site with a “disable popup blockers” message. Why not tell us it’s best viewed in Netscape 4? Bad ideas bad execution. If the Saatchi brand hasn’t damaged itself enough, this should be the final blow.

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