Squirrel!

Do you remember that scene in the great Pixar film “Up!,” where Dug first tells Carl about his special collar that allows him to talk:

Dug: My master made me this collar. He is a good and smart master and he made me this collar so that I may speak. Squirrel!

[looks to distance for a few seconds]

Dug: My master is good and smart.

“Squirrel” has become symbolic for modern life and how easily we are distracted by the shiney and the new. As a brand storyteller, it’s distractions from our core message that often can be the biggest detractor to a great connection. And because there is so much content swirling around us (author Brian Solis says that 4.6 billion pieces of content are produced daily), standing out as worth remembering becomes harder and harder.

So here’s the trick: edit ruthlessly!

The beauty of marketing in such a content-rich world is that we don’t have to say everything with every piece of content. Stories can take place across multiple contributions, with various focuses, developed for multiple mediums. Short, to the point, and focused.

Edit ruthlessly. It helps your target audience connect simply, quickly and deeply with your message. A little brand bravery, deciding it’s okay to not share every single thing about your product, can go a long way. Many of the 2017 Super Bowl marketers understood this concept well:

• Kia’s “Hero’s Journey” with Melissa McCarthy drove home with hilarious effect the idea that driving like an eco-warrior was easier than being one

• Budweiser’s “Born the Hardway” focused on not letting anything stop your dreams

• Ford’s “Go Further” spot hit on the importance of innovation

Each of these spots came from brands with wide ranging products and multiple selling points, yet they each succeeded because they edited ruthlessly to one key idea.

To stand out among the billions of pieces of content, to make your audience connect, feel emotion, and take an action… it’s time to simplify.

What’s your one thing?