The single thought principle

Simple really. Simplicity, that is. I mean every product or service has more than one feature or benefit but the most successful companies and brands have a knack of distilling everything down to a single, simple message, thought or emotion. Whether that’s reliability (VW), quality (Waitrose) or how tough a product is (Olympus), simplicity is key to success.

Here’s a good example of how Olympus hammered home its toughness message with a simple yet highly effective TV short for its indestructible range of cameras. The strategy is spot on too: the one market where camera purchase is assured is parents with young children.

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