If you’re over 25 you’re a ‘digital immigrant’. If you’re a ‘digital native’ you’ve learnt the digital language; the brain of the digital native is different. It’s literally been reworked. It’s faster. It sifts more; it recalls less… A new model is required for marketing. What I’m describing is a new business model, one in which companies compete to establish one word equity. That is they aim to define in one word the particular characteristic that they most want instantly associated with their brand around the world. I would say this is the most priceless corporate asset of the digital age.
An example: Google ‘which has global ownership of the one word search.’
UPDATE: Maurice Saatchi’s written an article on this topic for the Financial Times.