The “Think small” campaign in 1959 changed the history of Volkswagen. A company founded in the Germany of the 1930s became the brand of progressive customers in the U.S. and the world. The fraud on emissions invites to rethink the slogan with the best rhetorical tool: the truth.
Around 5500 BC there was portable communication in the East: clay tablets that recorded news and transactions. Seven millenia later, tablets and calculators return after a millenium of paper, light and practical, that also hailed from the East and which will come back to laugh last, and better.
We compress text to the size of a mobile. There is an old, and brief, solution: the word. “In the letters of rose there is the rose, and the entire Nile fits in the word Nile.” A wine label can be art. Symbols surround us. And we don’t always want them to change, like Google did.