Branding in the New Digital Age – Saatchi & Saatchi Style 1


Maurice Saatchi For decades, Lord Saatchi has been an icon of the advertising and marketing industry in the UK. The company he co-founded with his brother, Saatchi & Saatchi, is notorious for managing the conservative government comeback in the 80s and 90s. Baron Maurice weighs in on the death of the TV-industrial complex with insightful tips for brand owners:
  • TV Advertisign at its worst will be killed off by the internet
  • With the fragmentation of media, TV adverts are no longer having any impact, only the efficient, the brutally concentrated thought will survive.

  • Only the most brutally simple ideas will be survive in the complexity and confusion of the digital marketplace.
  • Its the modern equivalent of having the best site on the high street, except the location is in the mind.

  • Precision is better than greed The strongest brands are defined by their ownership of one thought; it is best to be unique and precise in owning one word than overlapping in concept with others through greed.
  • Favorite word: Simplicity
  • the new generation of digital consumer multi-tasks and has a brain programmed to edit ruthlessly
  • Biggest marketing problem in the 21st century, people’s protective filtering from media intrusion; Malcom Gladwell’s “Blink”, Seth Godin’s “All marketers are liars”.

  • Media fragmentation can be navigated by Unifying your Brand Concept and Meaning. It doesnt matter what the medium is that carries the message.
  • Advertising agencies struggling with ever fragmenting media and demographics can use the “One Word” Simplified-Brand as a Unifying concept which clarifies, redefines and re-unites their target audience again. Demographics is about meaning, a Word, a Concept and less about channels and age-groups.
    Reminds me of the Daniel Pink’s “The Concept Age”

  • Broadcast advertising will remain a dominant feature of the overall advertising landscape provided
  • Simplicity will save TV advertising. Strong simple concept will punch trough the media noise and save TV advertising.
    Mmmm….not sure about this one.

Maurice’s “one-word” branding and strategy has similarities with Seth Godin’s uniqueness, “subsubsegmenting” and nicheing thesis. Lord Maurice is a little unclear on the mechanics and detail of how to segment the demographics. But he states that select the word and meaning right, and segmentation takes care of itself,
For an old dynasour of the TV-industrial complex, with an estimated $600m made from TV advertising and marketing, he is not resting on his laurels. Seth Godin should make him an emeritus member of his fabled Big-Moo-33 for evolving above and beyond any need to.


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