Maurice Saatchi talks about "The Word"

Reuters has a 5+ minute interview with Maurice Saatchi where he talks about a new business unit for for his firm called The Word. The group will help companies develop and implement "one word equity." What does this mean? They are going to attempt to find just one word to characterize their client's brands.

That business model is guided by the Bible, according to Saatchi, specifically the gospel of St. John, where it is written that "In the beginning was the word ... and the word was God."

"The word that guides everything that is the god, or the brand, is one word," Saatchi said. "You can't have two words. Two words is two gods and two gods is one too many."