What's on your t-shirt?

If you read enough about marketing you will get advice on positioning, brand essence, vision statements, brand ideas, one word equity concepts, brand manifestos and who knows what else.

Q: What's the point to all this?

A: To simply and memorably communicate what your product is and why consumers should buy it.

Let's move away from all the jargon and discuss the best way to figure this out.

There are two exercises on this post that every brand should conduct.

1) Write a 30 second TV spot - This is the elevator speech - If you can't sell your brand in 30 seconds then something is wrong.
http://www.idea-sandbox.com/blog/2007/01/elevator_pitch_your_tv_show_op.html

2) Brand T Shirt - Make it quick and memorable!
http://wheresthesausage.typepad.com/my_weblog/2007/02/writing_your_br.html

Does all this replace positioning statements and unique selling propositions?

Probably not, but people sure will remember what your brand is all about and how to communicate it quickly.