The option to opt out

Mitchell, Alan
July 2006
Brand Strategy;Jul/Aug2006, Issue 204, p9
Trade Publication
The article focuses on the discovery of a new business model for marketing by advertising agency Lord Saatchi in Great Britain. Lord Saatchi has developed an attention-focusing, recognition-inducing single-word utterance that may be able to identify easily a particular brand, believing that only brutally simple ideas get through. The company has given the words search to Google, innovation to Sony, and favorite to British Airways.


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