Whether crafting a brand tagline or a political platform, communicators have long relied on the power of a simple message. From John F. Kennedy's "A time for greatness," to Bill Clinton's "It's the economy, stupid," to McDonald's "I'm lovin' it," these messages very quickly grasped the issues and even demonstrate the vulnerabilities of their times.
For every successful message point, though, there are dozens more that failed on clumsy wording or overdone communications. "If we can't understand you, we will ...