If you had to guess the single most important word in advertising what would it be: free, special, discount, sale, new, improved, bigger, better?

So  many words have lost  their  meaning or  been corrupted by misuse  or abuse that  it is not an obvious choice.

The words luxury, exclusive, and world  class  have  been  rendered  meaningless   after  being  applied  to everything  from eight  hundred  square  foot flats  to restaurants  that  serve microwave frozen dinners. We can't even rely on light, diet, or low carb to actually describe what's inside a package!

What advertisers  have  done is create a hyper cynical  marketplace,  where the audience for whatever you sell has lost faith in what is being said. The Web with its emphasis on content gives advertisers a chance to redeem themselves and to deliver meaningful information to its audience.

All Content Is Advertising, All Advertising Isn't …

Some may cringe at the thought, but in the final analysis all content is a form of advertising. Content is  rarely  if ever neutral, even if it  doesn't  overtly promote a product or service;  content always has a  point to make, or an idea,  concept,  or  position  to  advance.

If  content  doesn't  provide  some perspective,  some  meaningful  knowledge,  then  does  it really  qualify  as content? The same can be said for advertising, if it doesn't explain, enlighten or engage, it is just noise.

What Is Advertising's Most Important Word? …

Our vote goes to the simple innocuous word "like": a nondescript word that carries with it all the conceptualisation power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience................

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