Today, I’m in London with a brand I’ve been Brand and Marketing Director for, for 10 years. Two days a month.
For the last four years, I’ve done a to-camera PR piece. I always address the most important question about ANY short video and that is, of course, ‘What’s the one thing I want them to remember?”
In 2022 it was one word. Surety.
(Most people think they’re covered. Others – they know).
In 2023 it was Better Informed Means Better Protected.
(We have more data than anyone. So we protect better than anyone).
In 2024 it was We’re Pulling Away.
(Because of 3 ‘I’s’ – Insight, Infrastructure and Interpretation – our lead gets ever-bigger).
In 2025 it is From Client Number One. To World Number One.
(The zoomed-out story of how we got here).
3 THINGS.
1. The most important question about ANY short video is, ‘What’s the one thing I want them to remember?”
2. When you are a brand, you really only ever have one thing to say.
3. Find short, memorable and compelling ways to say your one thing. Over and over.
Happy Wednesday.
(From London).