Maurice Saatchi stares into his crystal ball and must be one of the first people to ever moot the 'death of advertising'.

He then goes on to announce the arrival of a new advertising based upon ownership of one word. For example Google own 'search' and Apple own 'innovation'.

Hmmm.

Sounds like he's talking about categories and category leadership. But don't Coca-Cola own the cola category. Are Pepsi less successful than Coca-Cola? Is Microsoft or Yahoo less successful than Google? Do people ever realise that Tannoy was actually a brand or even Hoover? No.

Simplifying brands down to one word or even three words does absolutely nothing to differentiate them.

'Because nowadays only brutally simple ideas get through. They travel lighter, they travel faster.'

Who wants to talk to a simple person? So why would you want to talk hear from a simple brand?

I want something that engages me, something to relate to, something that draws out emotions. And one word, or even a sentence, is never going to do that.