[Cache – #102]
If you believe the advertisers, brilliance surrounds us. There is the Smart car, of course. There is Hyundai’s tagline, Live smart. There is the Bluetooth Smart (which I’ve previously pilloried). And now there is SmartLuggage by Heys.
It doesn’t take a genius to understand the seductiveness of smart. It’s a word that means something very definite to us, yet at the same time, it is remarkably flexible – so you can attach it to pretty much any word and it will sound…well, smart.
But there’s another way to look at it: if you can’t think of a different way to describe your product, service, company, event, etc., how different is it, and why should people care?
In case you missed it: My BNN interview re. Lance Armstrong’s brand (starts at the 3:30 mark).