Sum it up in ONE or TWO words

A very interesting and simple thought from Francis Ford Coppola's interview at 99%,

 

"When you make a movie, always try to discover what the theme of the movie is in one or two words. Every time I made a film, I always knew what I thought the theme was, the core, in one word. In “The Godfather,” it was succession. In “The Conversation,” it was privacy. In “Apocalypse,” it was morality. "

 

I love the 'one or two word' approach. If you can sum up your brand or campaign like that it makes every body's job easier, the agency's, the consumer's and the marketer's. Examples that come to my mind are Safety for Volvo, Driving Machine for BMW and Obama’s Change and Hope campaigns. Let’s make an effort to learn something from Mr. Coppola.

Posted via email from Digital Nomad