Let’s Be Frank: An Ode to Smart


It seems like every brand and client is on the “smart” bandwagon these days.

Turn on your new Samsung TV and SMART is very likely to be the first thing you see. Walk down the street and see a compact, SMART car. Most phones these days are SMARTphones, and the any other cellular device is known colloquially as a dumbphone.

Amazon fashion smart billboard

You can find SMART Brand Promotions on Facebook, and big brands market “smart” across the board, an example being Amazon, with their Smart Is Beautiful fashion campaign, or the multitude of Smart is the New Cool or Smart is the New Sexy campaigns.

Why the rush to Smart?

Perhaps it’s the culture we live in and the human desire to feel good about ourselves. (This seems to be in short supply these days.) Maybe it’s the immediate opt-in connection point that brings emotion into play for brands. And if content is king, shouldn’t smart be the king of content marketing. Why? Because people are likely to connect with smart as it relates to their immediate behaviors. The things they love to do and the brands that totally meet their needs.

Hmm. Maybe SMART is “sensible, modern and remarkable thinking” and this ode is a sensible keeper for brands in the long run.


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