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May 25th, 2012

Less is the new more.



We believe an idea is strengthened by everything that is REMOVED from its message, not ADDED to it. Which might explain why we’d get a nervous twitch if you asked us to convey your brand’s five points of difference in a 300×250 banner ad . . . and then make it viral! (Eww boy.)

Imagine Volvo saying: “Come drive our fast, safe, fuel-efficient, green-conscious, Swedish-engineered car today.” Instead, Volvo just chose to own safe. Period. And Apple . . . innovative. And TNT . . . dramatic. And Whole Foods . . . organic. And Wonderbra, umm, yeah . . . (How ’bout that Tribe?)

A Singular-Focused Message is Easier to Grasp. (Literally.)

A wise ad guy once said: You can’t pound a nail that’s lying on its side. For a more visual analogy, watch this awful vid.