How important is concision to brands?
Less really is more, especially in marketing. It might be a bit off-putting for brand handlers to put less and less information about a brand out there but consumers today are seeking minimalism and brevity because they are inundated with information all day, every day. We see this minimalism in successful brands like Apple, Google and in Pinterest’s UX.
A recent MediaPost article made the case that if you can’t boil down your brand message to a sentence or two it will get lost. “The reality is our customers don’t think about the brand every day the way we do,” explains John Costello, president of global marketing and innovation for Dunkin Donuts. “More devices equal more distractions,” he said. “We are finding that in a distracted world we really need to have consistency of message. We are finding a greater premium on making all of those screens consistent.”
Our hyper-connected lives are forcing us to become more simplified information absorbers and 2014’s successful marketing campaigns are predicted to be those that focus on a concise message. Forbes listed ‘Less is More” as one of the 7 Top Marketing Trends for 2014: “With many consumers feeling burned out by a constant barrage of information and advertisements that scream ‘look at me’, some of the most innovative marketers are going the opposite direction.”
Marketers need to simplify and begin catering to the consumers’ need for brevity. In today’s purchasing world, we purchase more quickly and absorb less information and a digestible message might be the only way to ‘read’ a brand. When we’re given too much information with little time to think it over we begin to over-think our purchases and feel less confident about what we buy.