Brand Simplicity
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Hills Like White Elephants

Read (0) / Post Comments | Posted: Thursday, April 10, 2008
Ernest Hemingway once published a short story about, of all things, abortion, that if you weren't careful would be completely obfuscated by the cryptic resonance normally characteristic of his tales.

The short story, The Hills Like White Elephants, serves as an important note, though, when considering how your promote your brand, product or service.

All too often you run into obscure brands shuffling out obscure branding to the masses in hopes of being ever so subtle.  It is the cool way to talk to people without them knowing you are actually selling them something.

Problem is...people simply are not really that stupid.  Your target most likely knows - despite your best efforts - that you are selling them something.  And if they aren't aware you're selling something, then you have a larger issue on your hands than being subtle or clever with your advertising communications.

The long and the short of it is to be as straightforward as you can.  Your customers will be able to understand you better...and thereby purchase more products, services or other things you want to sell them.


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