My daughter wants to have a car. (She’s six years old, mind you.) Here is the list:

  • Color: pink with purple stripes
  • Movie theatre
  • Ballroom
  • Gym
  • Swimming Pool
  • Playground
  • Airport
  • Coffee Shop
  • Ice Cream Parlor

That’s some kind of car. And we’re adding features weekly.

One day she’ll wake up and understand that a car like this makes no sense. Well, maybe not.

Because the marketing industry still believes more is more.

I still see too many messages that are fragmented and diluted because the brand tries to add more features, messages and important points: Yes, we have 240hp engine but we also have amazing electronics, the driving experience is so much fun and you will look cool in that car.

Just look through the majority of magazines. There’s more information crammed into one ad than you can find in one lengthy article. When you add more points, you detract from the real point. When you add features to an e-commerce site, you detract from selling your product.

Stick to your essential message

Nobody would build the crazy car my daughter imagines. Such a monstrosity just wouldn’t work.

Then, why are we still building message monstrosities?