Developing a brand core is a bit like writing flash fiction. Flash fiction – a style of writing with extreme brevity – was first attributed to Ernest Hemingway. As the story goes, Hemingway was at a bar when his friends bet him ten dollars to write a novel in less than six words. He quickly wrote down on a napkin: “For sale: baby shoes, never worn.”
His friends paid him promptly.
Writing a brand core (a short statement describing the essence of the brand) is much the same thing. It speaks a novel in less than six words. That’s why it’s so critical to pick the right ones.
What’s your own six-word novel? We’d love to hear.