A Look at Personification and Brandable Chunks
Gold, for thousands of years, has been the world’s only truly secure investment. The economy ebbs and flows, like the tide. It always has. It always will. But gold is like the Rock of Gibraltar. Safe. Secure. Indestructible.
If all the gold in the world were melted into a single cube, that cube would be only 22 yards per side. Gold is astoundingly rare.
As an investment, gold is liquid.
Its value and desirability are international.
Gold laughs at stocks and bonds.
Gold is beautiful.
Gold, in all its forms, is the thing to own.
Brandable chunks: vivid, recurring phrases used by an advertiser to help position and define the brand. Slogans and taglines are out. Brandable chunks are in.
In return for their donation of $500 to help build the tower at Wizard Academy, Austin Rare Coins and Bullion received the 106 words that opened today’s memo. Arranged as they are, those 106 words could be used as an email, a 60-second radio ad, or the text of a magazine ad. Those 106 words contain exactly 8 brandable chunks linked together like the cars of a freight train carrying radioactive moonbeams.
Each of the eight brandable chunks can be used independently of the other seven. There are 293 ways to make change for a dollar. In how many situations and combinations do you suppose these eight brandable chunks might be used?
1. 1. Gold, for thousands of years, has been the world’s only truly secure investment.
2. 2. The economy ebbs and flows, like the tide. It always has. It always will. But gold is like the Rock of Gibraltar. Safe. Secure. Indestructible.
3. 3. If all the gold in the world were melted into a single cube, that cube would be only 22 yards per side. Gold is astoundingly rare.
4. 4. As an investment, gold is liquid. Its value and desirability are international.
5. 5. Gold laughs at stocks and bonds.
6. 6. Gold is beautiful.
7. 7. Gold, in all its forms, is the thing to own.
8. 8. Come and meet your gold.
The eternal and omnipotent Webster, that thundering god of the English language, declares personification to be “attribution of personal qualities; especially: representation of a thing or abstraction as a person.”
When you give human characteristics to inanimate objects, you fling open the doors of imagination as surely as if you had said, “Once upon a time.”
Gold laughs at stocks and bonds.
But don’t get carried away. Overuse of personification just makes you sound like a nut.
Roy H. Williams
PS – We’ve been telling our clients, students and friends for about 10 years, “Find something you believe in and support it openly. Today’s customer expects business owners to be socially conscious. Besides, it will make you feel good.” Richard Kessler received national recognition from the American Cancer Society for his help to them and has now gotten involved with Make-A-Wish. Woody Justice chose Camp Barnabas to be the recipient of his largesse. The entire sales price of the extremely rare watch shown below will go to the kids of Camp Barnabas when that eBay auction closes 10 minutes before 5pm (Central Time) tonight. (Monday, Dec. 13.) Join the fun.
Just click the watch to see the action.
Your Monticelli print will be shipped today.
We received the edition on Friday afternoon and packed the individual prints for shipment to their owners. The edition size was 91 prints, sequentially numbered, plus one artist proof, plus one print with a tiny mistake. (It was numbered 64B. We’re keeping it in our office.) If you bought a copy, you have 1 of only 93 copies of this Monticelli in all the world. And the certificate of authenticity you’ll receive is cool. Wait by the mailbox. Magi? – RHW