Plain Speak

Frank Striefler and Erik Hanson (TBWA\Media Arts Lab)
  • 18 march 2009

Life today can be complicated. The accelerating pace of innovation, ideas and technology, and the pressure to keep up with it all in real time can make just getting by quite an effort. So, people don’t have the time or attention to go out of their way to understand things that are confusing. In fact, the more complicated something is, the greater the need for simpler ways of understanding it. Most people don’t want to have to master a new vocabulary or be able to speak like an expert—they just want to be talked to like they talk: in simple, down-to-earth language. And nowhere is this truer than for marketers—people obviously need to understand your brand before they’ll consider it. If it’s hard to understand, it’s easy to forget (and impossible to pass along). So, if you have something important to say, then simplicity is the language of least resistance.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.