"Could you define the brand in one word?"
In one word? How about "No."
Albert Einstein was quoted saying: "Make everything as simple as possible, but not simpler."
I don’t know any worthwhile stories or conversations that contain one word, or that focus on just one word. Any brand needs more than that to craft its narrative.
I’m tempted to say something like "The age we live in is very much about creating (new) meaningful connections." but actually, that’s what life’s about, isn’t it?
Well, no connections if there is only one thing. Two are a minimum requirement, and you need a third one if you want movement. The math of stories, one could say.
And if you do take one word and try to use it to link yourself and your audience – you already have something that goes beyond this single word, just by making that connection, you have three points of reference. If that’s the case, you’d better have a better idea of what it might be. And an attempt at articulating it, not necessarily only with words.
If your team or agency get only one word, what they get is a wide open brief to do almost anything with your brand.
Sure, great brands become iconic. Talking about one word alone may give an iconic impression. But being iconic is a result, not a cause.
And if you tell me you want to "own" something, then I’m really going to reach for my gun.