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Toys
One Verb Equity
This is a bit long tail now, but Faris recently reminded me of it…
What if Maurice Saatchi’s One Word Equity was simply misunderstood?
What if what he was really getting at was that brands must strive to become the verbs of life [1]:
- “I’ll Google for it.”
- “I’ll FedEx it over.”
- Erm…
By way of a one word hack, that would put the spirit of the idea much closer to the doing philosophy of the experience is the product.
You reckon?
*UPDATE*
I am very wrong! Check Faris’ comment below.
References:
[1] Zero Influencer - Doing Business As (A Mercenary)
Seth Godin - Nouns and verbs
Noah Brier - BrandTags Project
Faris Yakob - Brands: Socially Constructed Reality
John Grant - One word planning and the death sentence
Maurice Saatchi - The strange death of modern advertising
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Image courtesy of sonek321
Comments
7 Comments to: One Verb Equity
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Nodes
Cool round up.
Might even give M&C a new breath of life - if anyone there read blogs.
I’m curious about the post verb construct - normally a noun, but the vagueness of # “I’ll Google for IT.” “I’ll FedEx IT over.” and the over egged “Just do IT.”
Are brands trying to influence IT more than anything else?
crap just lost my comment due to NOT ANSWERING THE QUESTION.
the gist:
Nice mate. But there is a problem with this kind of success. When the brand becomes the verb it ‘wins’ - it owns the category in people’s heads.
But, if it becomes a generic, and then officially enters the language, the brand loses control over it.
Which is why Google fights to keep itself out of dictionaries as a word for search:
http://news.bbc.co.uk/2/hi/uk_news/3006486.stm
Excellent logic. Thanks. I can put my verb nonsense to rest (glad I kept the post short!)
Sorry about the number question thing.
Word!
No worries. Victim of own success - brand become eponym.
If that’s a word.
;-)
No worries - need to get used to the new wordpress thing. Although I’m sure about this Disqus thing I’ve seen elsewhere.
Rock ON!
Sooo tempted to install Disqus. I’m a sucker for wp plugins!
beware plugging in the wrong thing:
http://tinyurl.com/2cq5fa
Adocu: The one-word-equity of microblogging
http://adocu.com/zeroinfluencer