In this divided attention economy, words that stick in everyone’s heads have never been more of a brand asset
In good news for brand communication, says Mamamia group director Rob Farmer, ideas expressed in memorable language have immunity.
Maybe it’s because I grew up on Beanz Meanz Heinz on toast, surrounded by people saying It’s Good To Talk, with Blur singing Vorsprung durch Technik on my father’s Hello Tosh Gotta Toshiba, that I’ve always looked up to the copywriter’s unusual talent.
Uncommon reduction that captures the public’s imagination, and earns a place in the vernacular – the public’s medium that doesn’t do paid.
I don’t see this power of language in brand communication wavering – the opposite. I think we’ve never been in a time where ‘coming to mind’ has been so well served by a few expertly-chosen words.
