It's no secret I'm a huge fan of Tom Fishburne, a.k.a. The Marketoonist. His cartoons capture the root of what marketers and advertisers encounter on a daily basis when it comes to working with brands. (and not to mention, they funny as heck.)
So when I saw this, I just had to post it. It's his most recent piece, entitled: "Single-Minded Proposition." Simply put, it refers to the act of summing up the essence of a product in a clear and concise manner. Piece of cake, right? Right. It might just be one of the biggest challenges marketers face, especially when we ache to cram up as many messages as possible into our communication strategies. Been there, huh?
The more we have to say in marketing, the less that people will listen. Deciding what not to communicate is more important than what to communicate. Great marketing starts with great editing.