You don’t need loud music and chaotic editing.
You don’t need print ads overloaded with 20 different messages.
You don’t need fancy Flash animation that whizzes and whirrs and wows.
You don’t need to sell, sell, sell and sell again.
You don’t need claims and assurances and guarantees and promises.
You don’t need to constantly shout to get attention.
You don’t need to saturate the TV or the newspaper or your Facebook page.
Clutter is confusing. Confusion is a smokescreen.
It allows brand to say something (loudly, frequently, aggressively) when it has nothing of real value to say.
All emphasis, after all, is no emphasis.
Real brands with a strong single-minded proposition understand simplicity.
One powerful truth, delivered clearly, told well, expressed passionately.
Simple, isn’t it?
[Image: Flickr user Sandra]