by Mike Abel, MD, M&C Saatchi Abel ​As the world moves toward new ways of reaching and touching consumers, this month, I’ve decided to look at one of the “old” ways of communicating a brand’s proposition – and understanding its role currently and looking ahead.

Without question, the best “tag­­-line” I’ve read in years is, “You never actually own a Patek Philippe. You merely look after it for the next generation.”

But why is it so brilliant and what can we learn from it?

Here are 4 powerful ways in which the line works:

1. A socially defendable position: “I never really bought it for myself. It is something that I can pass on to my kid”. Thereby negating the excesses that may be associated with shelving out over R200 000 for a watch.

2. Creating a sense of legacy (heirloom): How many items can one buy which are personal and intimate – and last long enough to be passed on? Granny’s jewelry and candlesticks, art and now this particular brand of watch. A bit of immortality that means I won’t be forgotten.

3. Quality: Not only will this watch serve you well but it is so brilliantly made that it will honorably serve future generations too.

4. Love for one’s kids: I love my kid so much and although I’m wearing it now, they’ll get extra pleasure from it because a) It’s their dad’s old watch b) It brings back many memories of our times together and it will be a thing of classic beauty when they inherit it.

There have been very few tag-lines written that can so powerfully own this emotional (extrinsic) as well as tangible (intrinsic) high-ground.

by Mike Abel, MD, M&C Saatchi Abel “Reserving judgments is a matter of infinite hope” ­ – F.Scott Fitzgerald

The Great Gatsby is bound to be one this years’ biggest movies care of Baz Luhrman and Leonardo DiCaprio. This particular line from the book has stuck with me ever since I first read it in 1985 as part of English 1 at the now appropriately named, Nelson Mandela Metropolitan University ­back then it was simply UPE ­ and visited that year by a celebrated Tannie Elize Botha (wife of the unpleasant Groot Krokodil), but we’ll save that mike abelmisadventure for another day…

So why has this line stuck with me all these years?

We get a similar but stricter instruction from even higher authority in the New Testament’s Matthew 7:1-3 “Do not judge. Or you too will be judged”.

Given South Africa’s unsurprising, recent furore around The Spear painting (don’t sigh, this article isn’t about that well-hashed piece of art) there seems to be an awful amount of judging going around – one way or the other.

So I guess the big question then is when to judge and when not to?

Mike Abel takes a peek through the looking glass this month

M&C Saatchi Abel MD Mike Abel takes a closer look at the art of creating true challenger brands.

I’m fascinated by the growth and proliferation of the on-line couponeers and discounters like Groupon, Catch of the Day and the like. “Everyone loves a deal” this we know, but what does it mean to brands, margin, customer trust and sustaining pricing models? Asks M&C Saatchi Abel boss Mike Abel.

Why thinking ‘none of my business’ may mean you should get out of the Business. By Mike Abel, CEO Australia, M&C Saatchi