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In today’s world, the marketing landscape is complex. With multiple channels to choose from and an oversaturation of content, consumers attention is harder than ever to grab. The solution? A simple, clear and laserfocused message. Despite harkening back to basics, the age-old phrase ‘less is more’ very much rings true today.
78% of consumers are more likely to recommend a brand because it provides simpler experiences and communications.
‘World’s Simplest Brands’ report by Siegal + Gale
When there are more channels and platforms than ever before, marketing budgets are squeezed, and consumers’ attention is so divided, simple messaging and simple campaigns can be extremely effective to cut through the noise.
Over the last few months, we’ve seen this simple and clear messaging prevail. For example, the Labour election victory was communicated with the very simple message ‘Change’, stating its intentions for time in government. And, Saatchi & Saatchi’s campaign for ‘Just Vote’ carried the ultradistilled message ‘voting is hot AF’.
Renewed emphasis on simplicity seems to be pulling through into results too, according to Laurence Green, Director of Effectiveness at the IPA. Its 2024 Effectiveness Award winners, announced in October, include the likes of Yorkshire Tea, McCain’s and Specsavers: proudly focused businesses with uncomplicated brand architecture and advertising ideas.
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