We have spent a great deal of time this semester discussing the importance of creativity, critical thinking, and effective communication. M&C Saatchi, a global advertising and marketing agency, attempts to distill the essence of identity to a single word using what they term "one word equity" - branding a company with a single word. Take a look at their website (caution: Flash intensive site, navigate by mousing over the crumpled piece of paper and clicking the appropriate link) at: http://www.onewordequity.com/ The most enlightening views on this topic are within the "HEAR" section - you'll need to press the play button on the mp3 player to listen to the interview.
What do you think? Is it possible to have a single word describe a company, individual, or entity? Can a company define a product or service? What about using Xerox to describe a photocopy, Kleenex to describe facial tissue, or Post-It to describe repositionable self-adhesive notes? Is Volvo synonymous with safety and do you think of President Obama when you see or hear the words change or hope? Can the use of a single word be an effective means of communication?
In the comments section, carefully consider the questions asked above and create a one word descriptor for: 1) UCF; and 2) yourself. Make sure to include an explanation as to why you chose that particular one word descriptor.
Deadline to comment is Sunday, 09/27/2009, 11:59pm
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1) UCF: Achievable
ReplyDeleteUCF should be branded "achievable" because there are so many different types of struggling students. Some are 18 year old high school graduates who feel like college graduation is a light-year away. But, graduation is achievable. Some are parents who thought it was too late to go back to school but need to get a degree to make more money for their children. UCF has a degree for that. That goal is achievable. I never thought this last semester would come, and often thought if I had to study for one more exam or park at UCF one more time I would punch someone. But, it was achievable. It may not be easy, and it may not be fun, but it is certainly achievable.
2) Me: Savor
This was the first word I thought of when I first read the prompt. I tried for a while to think of something better, but I kept coming back to it. I feel that I truly enjoy things. When I am doing, eating, drinking, seeing, feeling, or hearing something, I savor it. I enjoy it to its full potential. That is my brand.
UCF: Horizon
ReplyDeleteClassically, the horizon is viewed as the edge of the unknown, the beginning of light, the ending of dark, and the realization of being overwhelmed. UCF is quite vast in size and organization which regularly overwhelms students with many sources of information from differing directions and levels.
Me: Supercede
I came upon the scene. I looked over the scene. I took over, or commandeered what lay before me to succeed.
UCF: Future
ReplyDeleteUCF could be in your future or give you a future. Either way UCF wants you to have a bright future ahead of you!
ME: Talent
I have always been referred to as the talent. Ever since the age of four, when I was on my first production set, people either know you by name on set or call you the "talent."
My whole life consists of acting, singing, dancing, and writing!
I think it is asking a lot for one word to encapsulate an entire concept or idea. My reasoning is that words are subjective. Yes, hearing a word will hopefully evoke similar responses in different people, but the truth is, that response WILL vary from person to person. While language does wonders for interpersonal connections, it is also severely limited. There is so much going on inside someone's head that cannot be pinpointed through words. And narrowing this down to one word? It makes the whole process of communication only more vague.
ReplyDeleteWhen it comes to a product being synonymous with a brand name, like Kleenex, I think the story is a little different. This is merely substituting one similar word for another. Yet when you expand one-word definitions to describe organizations or people, this is when the situation gets more complex. If "hope" is all that describes President Obama's existence, that means big problems for us, our country, and for him as a person!
Alas, if I had to chose my own one-word descriptor, I would go with "wanderlust". For me, it is an unshakable desire or craving; it is an impulse to discover and explore. I'm the kind of person who can't sit still and needs constant change. And alright, I have to pull out a Bjork reference, because when she came out with a song of the same name, I felt like it was made for me. She sings, "I feel at home whenever the unknown surrounds me" and asks "Was it something like this I wished for? Or will I want more?" And that's exactly what I think, because sometimes I wonder if I'll ever feel settled. At the end, she whispers, "Relentlessly restless; restless relentlessly".
As for UCF, I would have to go with "cross-roads". To me, what characterizes the school more than anything else is the sea of faces I pass through anytime I'm on campus. It's the joint mission that seems apparent whenever I talk to fellow students. We're all trying to go somewhere, but no one is really sure where that is. And while there is overwhelming uncertainty to this, there is also a strong sense of camaraderie and hope. UCF is a time and place for change, yet this change is one of mixed emotions.
UCF: Proof
ReplyDeleteIt is something I did for myself, by myself. I got here by myself, I've taken care of myself and I've made the most of my resources, by myself.
Myself: Genuine
Popeye said: "I am what I am" words to live by. Everything you heard about me is true, should you chose to believe it.
UCF: Success
ReplyDeleteI used success for UCF for many different reasons. As a UCF student I have achieved an AA degree which makes me successful in that aspect. Also at UCF I have learned so much that I would have never known before which also makes my UCF experience successful. Finally, I am in my last semester here at UCF and if I pass all of my classes as I plan to then I will achieve a bachelors degree which will be the most successful thing of my life.
Myself: Personable
As I grew up my family and friends have always told me that I have a great personality. I get along very good with people and I am funny which makes the conversations that we have allot more exciting. Personable describes me as a person the best and I feel that having a good personality will get you far in life.
I think that describing anything using only one word is an injustice to whatever is being described. Obama = Change? I hope that’s not all he has going for him… Or Volvo= Safety? It is crazy that people buy things based on a one word summary, instead of doing their homework on the word or phrase as a whole. I don’t want to only know one word or aspect of that product, service or person.
ReplyDeleteI don't like to think that I can be described as one word. To every person I meet, or the different relationships I have each person might describe me differently. But, if I had to describe myself and an entire University using my personal experience I’d say…
UCF= Opportunities
That’s the best I could sum it up… I think the experience you get from earning a degree at UCF leaves you with endless opportunities. A UCF degree also leaves you with the knowledge to create your own opportunities.
Myself= Determine
This was really hard and took me a long time to come up with one silly word. I wanted to say things like “easy going”, “fun”, “outdoorsy”, “intelligent”, “patient” blah, blah, blah. But, I think determined is a word that will make the reader think in what way or determined how. Therefore, you will have to get to know me more to find out more about me and not think of me as one word… If that makes sense…
UCF = Hardship
ReplyDeleteThe reason why I picked this word for UCF is because of the thing syou have to go through. Not just for the classes but the whole environment that a University on you. Just because it gives you a future does not mean it is not hard to do. In my opinion because of everything you have to do UCF is equal to Hardship.
My self = perplexity
The reason why I picked this word to describe my self is because no matter where I am in life, I am going to be confused and I will confuse other people about why I want to do something or why I did something. Using a buzz happy word is something that won't work for me and just picking this word works even for this and my past post which at times my come off as confusing if you do not care to try to understand thing something i said. .
I think a lot of the examples above were formed out of habit of use during a time when there were fewer products and fewer means of advertisment. I also think that repetition of use plays a role.
ReplyDeleteUCF = Evolution
UCF is a school that is constantly evolving. There are so many studies being conducted and research taking place. You evolve as you start as a freshman until you graduate. We now have a medical school and campus are springing up around the surrounding counties. UCF is evolving to meet the demands of the current day.
Me = Determined.
I'm determined to be better. A better mother, friend, wife, student, nurse, daughter and sister. I'm determined to be optimistic, to work hard and find meaning in my life. I'm determined to provide a better life for my children and determined to spend more time with my husband. I am determined to be pleasant and work hard and add to society. I am determined.
UCF: Friendly
ReplyDeleteThroughout most of my studies at UCF I was listed as an Educational Studies Minor. Because of that classification I had to go through certain channels in order to register for some of the classes I took, because I wasn't required to take the prerequisites. Whenever I needed to be helped the staff and faculty were always willing to help me and if a problem arose they would help find solutions that would make it possible for me to continue with my studies.
Me: Passionate
I am a person who follows their passions. I find it very hard to learn things or do things that don't appeal to me in a certain level. The things I am passionate about usually overshadow those things that not necessarily bore, but don't connect to me.
It is indeed asking a lot to sum up a corporation in just one word, but it is possible. I do feel it is also effective. This is especially true about the company that I currently work for part time. In fact I just spent yesterday and today morning there. That big monster corporation is... Disney. The name / word Disney evokes so many images and it depends on the person whether those images are good or bad. But to me it is easy to assign one word to Disney:... Magic.
ReplyDeleteAs for UCF there is one word that the unviersity uses. UCF = Opportunity. I think this word is accurate because it is up to you what you do with an opportunity and that is certainly true about college.
Me = Emotional. I experience life to the fullest but not by riding roller coasters, skydiving, or other thrill seeker cliches. The way I enjoy life to the fullest is by feeling it to the fullest. When I'm happy, I'm ecstatic, for example. Sometimes it is a good thing, sometimes not so much.
1) UCF; and
ReplyDeleteMAESTRO
UCF has helped me select my educational tools and help me further develop my “educational” skills combining these tools and skills—in this context, UCF as my educator is my Maestro—based on your one-word requirement.
2) yourself.
ARTIST
As an Artist, it is up to me to utilize my tools, skills, and innate abilities (not always discernable on my degree). My Palette consists of the people, location, problems and scope of problem-solving vis-à-vis my craft. I must continuously develop myself as an artist who is relevant (in this world of cutting-edge change) who can function and excel—such as “poetry-in-motion” in the discipline(s) I have pursued with passion. I try to keep the following provisos close to the vest:
1) always try my best,
2) maintain honesty and passion as my compass,
3) try to utilize my interdisciplinarity fluidly and be aware to listen/learn others’ points of view,
4) in believing my name is my legacy--in this context—Humility is integral in trying to improve complicated working relationships which ultimately could yield/mediate solutions thus allowing dialog--leading to communication, empathy and common ground.
An artist [I have raised the Bar for my skills] and try to utilize the ability to incorporate unique sensibilities, design, passion, humility, humanity, and many other skills into a work (or onto canvass) to appeal to the eye and heart. UCF (and life experience) were my Maestro, I am the Artist (IDS ‘design’ Skills), and my Canvass (job results/areana) is both the area(s) and people where I hope to make that artwork happen and come to fruition.
Lisa Beni
UCF: Bettering
ReplyDeleteWhen i think of the word bettering i think of UCF because every student at UCF is there to better themselves. UCF is just a start for me to better myself and become a Dr. one day.
MYSELF: Pride
Pride comes to mind when i think of myself because i have a high view of myself. I am on my way to graduate school and its because i respect myself and have pride. I work really hard everyday and will reach all of my goals that i set out to accomplish. If you think highly of yourself and prove to people that you are professional, smart, and have respect, they will think high of you. Thus, adding to the pride that you have.
Maurice Saatchi offers some very compelling evidence for the one-word descriptor/equity argument. I can definitely see how the advertising world is changing, mainly due to technology.
ReplyDeleteFor my UCF one word descriptor, I choose achieve. I believe that achieve brings along with it hope and satisfaction, in the present and in the future. And I definitely believe that with a degree from UCF, you will achieve much.
My one word descriptor for myself would be friend. I would choose friend because what can be better said about a person after s/he is gone than he was my friend. I think friend can have many different connotations, but I would hope that it would come across as someone that anyone could come to and talk, share life with, and offer hope. A friend to me is anyone I come into contact with, regardless of how much time I spend with them.
UCF: Business
ReplyDeleteFor a variety of reason (far to many to list in this post) I have always felt UCF is run more like a business than a educational institution. In my experience the student has always come second, right behind profits.
Myself: Late bloomer
It has taken me a little while to finish college, and even longer to figure out what I want out of life. But better late than never I always say. With that in mind I have no regrets as I now have a goal and am on track to accomplish it shortly.
1.UCF= Foundation
ReplyDeleteThe reason why I chose the word foundation is because i’ve experienced that UCF is an initial base, and it’s a place to build from and learn from a field of knowledge with professional and grounding in various educational fields. I feel that this “foundation” is a solid rock and something that deserves the word, foundation. I believe it explains how UCF is a place that not only where you can start something for the first time, but end something with the gain of shaping who you are as a person.
2.Myself= Dreamer
I feel that im best described as a “DREAMER” and this is because I like to be more guided by ideals than by practical considerations, and im definitely ok with that thinking! I feel that I have the personality to focus deeply not just on mine, but other people’s values. I definitely like to seek new ideas and possibilities. For the most part, I keep to myself on what is important to me I tend to keep to myself. Giving up in definitely something I refuse to do! I’ve been told that I have a kindness and a good sense of humor. In my opinion, I feel that I could be difficult to get to know me, in the sense of what my ambitions are and may be overlooked by others. However, I have so much I want to do and discover! Being a dreamer, i tend to rely on myself for direction and im very hesitant to ask others for help. I definitely don’t think im a perfectionist, but i would rather do things myself, to make sure I understand it all on my own. Im also very careful on not showing mistakes to others is, that way I don’t look like im a failure or even disappointing. In conclusion, this is why I believe that the word dreamer fits well for myself.
UCF = Potential
ReplyDeleteI feel that the word potential can be used to describe UCF because the university provides a way for students to reach their potential goals. Each and every student comes to UCF with different experiences and different goals. No matter what you hope to achieve with a bit of perserverence it is possible.
Myself = Musical
I can describe myself as musical because there is never a moment in my life that music is not playing in my head. I play percussion and love it. I also cannot make it through an entire lecture without drumming on the desk or tapping my feet on the floor. I enjoy listening to music and making music as well. Someday I hope to be able to survive off my music and travel the world sharing it with others.
UCF: Overcrowded
ReplyDeleteI choose this because it is the only thing I can think of when I am on campus my last semester of the four and a half years I have been here. Every year that I have been at UCF the parking, while we have greatly increased spots has gotten worse. The price on everything has gone up from parking tickets to parking decals. The bookstore always runs out of books and you can never get a computer while you are in the library.
Me: Caring
I feel like I am a caring person. But not in a way where I am overly nice for no reason but I feel that I always try to understand where someone is coming from and be there for them. I have a true passion for trying to help people who are in tough situations which are why I want to be a PA.
1) UCF: Authentication
ReplyDeleteAuthentication means to establish that something is genuine or that an account is true. This is the role that UCF has and is going to play in my life. UCF will authenticate that I have had the dedication and discipline to complete my Bachelors degree.
2) Me: Resurgence
Resurgence is the act or process of rising again or becoming stronger again. This word definitely has equity for my life. Several years ago I thought I had the world at my feet. Then my business was destroyed by the 2004 hurricanes. This is when I realized the value of having an education to fall back on.
UCF:Hurdle
ReplyDeleteAn obstacle that can be leapt. UCF represents a place that is only leading me on to the next step in my education, and life.
Me:Optimist
To be an optimist means to have a positive outlook on life. I am able to take the positive out of all things later
1: UCF: Frustration
ReplyDeleteWhile UCF is a wonderful university, especially in consideration of the cost, I am constantly frustrated with my education here. I have suffered through too many courses taught by intelligent people, who lacked the capability to actually teach/convey their knowledge. Furthermore, despite how bloated the school has become, the fields I am most passionate are those which are being cut/receive the least amount of funding.
2: Me: Hopeful
Despite my reservations about UCF, I am exceptionally excited to get my degree. While the job market, especially in the local area, is definitely competitive and in limbo, there are constantly new experiences to be had, new places to visit, and new people to meet. While I lack the direction I could use, in terms of my future, I am hoping my post-collegiate experiences will help shape and give me optimism in terms of career goals.
UCF - Knowledge
ReplyDeleteI choose knowledge because isn’t that what we ultimately want to achieve by higher education? Whether it's the knowledge on how to make the most money we can, or to help the environment or a patient.
Myself - Compassionate
I was once asked to use one word to describe myself in an interview. It stumped me for a little bit but after a little thought I came up with the word, compassionate. There are a ton of other words I could use to describe myself with but this seems to be the most accurate. Ask my employer, friends, family or boyfriend and they will all agree. It's just who I am. I care deeply for everyone and everything around me, sometimes a little too much. However, I'd rather feel more than operate as a senseless drone.
UCF: Experience
ReplyDeleteI chose this word for what UCF has been to me. It would be general to any college really. I think that in coming to UCF I have experienced so much in every aspect of my life. Academically, personally, and professionally. Some good and some bad but they all got me to where I am now.
Me: Passionate
I think if there is one thing I have learned about myself it is that I am very passionate about the things I love. Whether it is what I do or any relationship I put my self into it whole heartedly. If it is something I enjoy I will spend every minute I can completely immersed in it. I speak honestly about anything I believe in and I have very strong opinions. As a result, I realized that I have to do something I am passionate about in my future, otherwise I will be very distracted by what I would rather be doing.
UCF: Gateway
ReplyDeleteI see UCF as being a gateway into the future of many. For many UCF is the place to start their higher education. For some, like myself, it's a place to go when you know you want to be successful, but are unsure of where exactly you fit in. Going to UCF helps those unsure to find where it is they belong. Either way it is a place to start to accomplish those goals in life.
Myself: Artist
I chose this word for more than one reason. I see myself as being very creative in many senses of the word. I love to paint and draw. I love to play music and perform. I enjoy making crafty things. I enjoy taking pictures to capture special moments and then taking those pictures and turning them into scrapbooks or decorating a room. I feel that all of these things make me an artist, even though it is not directly related to my career goals.
I believe that you can conduct effective communication without words at all. As we have talked about in class much of communication falls under the nonverbal type. Because of that I find it feasible that there can be rather effective communication with only one word. That made it sound easier than it is. It is hard for me to even come up with a word to describe myself; for that reason I believe that it would be an extremely difficult task to find a single word that you would like to represent your company or brand. However once you find a word that can deliver that instant brand recognition, and you get that word out there with your name and a valuable product or asset the sky is the limit. A perfect example is from people who made the cotton textured facial tissues in the first place.
ReplyDeleteUCF: Interdisciplinary
John: Ambassador
Wow! “One Word Equity” makes me consider the impact this may have on students that are currently pursing a career in advertising. The man in the recording describes what he calls “The Strange Death of Advertising” because the fundamentals of advertising (per one-word-equity) are changing. Are college students and current advertising professionals aware of this theory: using the one word correctly is the heart of company, conveying strength and message?
ReplyDeleteI suppose the answer is YES if 80 percent of marketing directors agree that using fewer words, or one word well, is a mark of strength for the company. Ironically, only 10 percent believe their company can have “one word equity”.
“After I grab some Kleenex, I’m going to Xerox those documents…” Companies like Xerox and Kleenex have shown that companies can describe a product because there are Americans that actually don’t know the difference between a tissue and a Kleenex (they think a tissue is a Kleenex, etc.)
WORTH. “UCF Stands for Opportunity” is the trademarked slogan that describes our great university in a few words. When I thought of UCF in one word, I had to omit the word opportunity because it has been used. For purposes of this assignment, I will use the word: worth. Your degree establishes a higher level of credibility; and if used properly, establishes a higher worth in worth in many areas of life (life perspective and experience, potential financial production, etc.)
INTEGRITY. When I consider the words I would prefer to be used to describe myself, the word ‘integrity’ fits best. I believe it encompasses feeling well, acting well, and living well.