Can you tell your story with a single image, a single word, one note or sound?
It’s not so easy, right? So how do we get to “less is more”? I often look to my experience in music to help answer these difficult questions and this is one of those times.
Legendary jazz guitarist Pat Martino explains his
development in this short clip.
Like Martino, many musicians focus on “bedazzling” their audience with speed and facility in their formative years, whereas the seasoned musician focuses on tone and clarity, making certain he/she communicates the desired feeling to the audience. I like that he referred to his audience as the “victim” of his immature approach.
Can we draw parallels in visual art, dance, storytelling, etc. What about marketing? Although many companies/brands make “victims” of their audience with more unfocused communication, I think it’s safe to say many of the strongest brands we’ve experienced have been communicated in clear terms and visuals aka MORE IS LESS.
A few examples:
Disney: Where Dreams Come True
Nike: Just Do It
Apple: Think Different
Steve Jobs presents his “Think different” campaign in this clip.
Similar to Pat Martino, Jobs highlights Apple’s focus on simplifying their approach with respect to product line, marketing, and distribution. Certainly we know this strategy and Apple’s commitment to executing this strategy yielded game-changing results.
I am proud to be a part of an organization that focuses its energy on delivering greater value to our clients with a simple and transparent experience. When we execute effectively, our audience of Homeowners in Ohio, Kentucky, and Indiana are on the receiving end of the best of the best customer experience which our clients offer.
2 related videos discuss simplicity in branding.
Contributed by Joe Sucato
Pat Martino Source: https://www.youtube.com/watch?v=pO4NQ2tyOV0
Steve Jobs Source: https://www.youtube.com/watch?v=Li9a0JFUuos
Simplicity in Branding 1 Source: https://www.youtube.com/watch?v=0Otx_N5XQXA
Simplicity in Branding 2 Source: https://www.youtube.com/watch?v=7OEdMIZ6uSg