There's a famous quote attributed to many great writers such as Mark Twain, George Bernard Shaw, Voltaire, Blaise Pascal, Johann Wolfgang von Goethe, Winston Churchill, Pliny the Younger, and Cicero. It states, "If I Had More Time, I Would Have Written a Shorter Letter."

On the surface, this may sound odd, perhaps even a bit amusing, but the power to bring an image, concept, or emotion to a piece of marketing with only a few words is a complicated art form.

“Well, just use AI!” one might suggest. While generative AI and other writing assistance tools can help you halfway to the finish line, they lack the ability to fully embrace the content, emotion, audience, and intent like the human mind can. In short – it's lifeless.

Below are a handful of recent works that I wrote and designed on behalf of Ford® and Cadillac® dealership groups.

It's important to note that these clever bits of vocabulary are not to be confused with a campaign tagline. These tags are meant to corral creativity into the nest of a campaign but aren't necessarily meant to convey the entire image at hand. For instance, the primary campaign tags for these brands are, or have been:

Ford® Campaigns

1. Built Tough

This title instantly communicates the rugged durability associated with Ford vehicles. It’s a nod to Ford’s long-standing reputation for creating vehicles that can withstand the toughest conditions.

2. Drive Bold

“Drive Bold” encourages consumers to make a statement with their choice of vehicle. It’s about confidence and making an impression, perfectly aligning with Ford’s brand image.

3. Adventure Awaits

This title evokes a sense of excitement and possibility. It suggests that owning a Ford vehicle is the key to unlocking new adventures and experiences.

Cadillac® Campaigns

1. Luxury Redefined

Cadillac is synonymous with luxury, but “Luxury Redefined” suggests a new standard. It’s about innovation and setting the bar higher for what consumers can expect from a luxury vehicle.

2. Command Presence

This title speaks to the commanding presence of Cadillac vehicles. It’s about owning the road and making a powerful statement wherever you go.

3. Elevate Life

“Elevate Life” goes beyond just driving a car; it’s about enhancing your lifestyle. It suggests that choosing Cadillac is a step towards a more refined, elevated way of living.

The Craft Behind the Words

Creating impactful short titles requires a deep understanding of the brand, the audience, and the emotional resonance you want to achieve. Here are a few tips for crafting your own:

• Understand Your Brand: Know the core values and image of the brand. Your title should reflect and amplify these aspects.

• Know Your Audience: Consider who you’re speaking to. What resonates with them? What are their aspirations and values?

• Evoke Emotion: The best titles trigger an emotional response. Think about the feelings you want to evoke in your audience.

• Keep It Simple: Brevity is key. A few well-chosen words can be more powerful than a lengthy explanation.

Remember, the art of writing short titles lies in the ability to distill a message to its essence. It’s about capturing the heart of your brand and speaking directly to your audience in a way that resonates deeply and memorably.