December 20, 2007

It's Still Simplicity, Stupid

Have you tried to set the alarm clock in a hotel room lately? Have you tried to read a cell phone operating manual? Have you attempted to use the GPS navigation system on a rental car? Well, the same exasperating complexity that has infecting technology is creeping into marketing.

More than ever, the key to advertising success is a simple message.

Marketers have way too many messages and way too many options for delivering them. They are spreading their media dollars too thin and are not delivering consistent simple messages.

Thankfully, the people who understand that messages need to be simple also understand that technology needs to be simple. I no longer bother trying to set a hotel alarm clock. I set the alarm on my iPhone.


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