You can read the Saatchi piece here. (I still haven’t had time to find the audio.)

Upon reading the full op-ed piece, I’ll say this: I like the supporting information for his theory, but I don’t like the theory itself. No matter how well-articulated it is, “one-word equity” remains a concept rooted in top-down communications. As I understand it, you’re still talking at people instead of with people.

So, unless your one word of equity is “conversation,” you just might find yourself being ignored — right along with the 30-second TV spots.

Maybe the Saatchi clients who drank the lovemark Kool-Ade will buy it, but one-word equity is not the key to breaking through to digital natives.

Instead, focus on finding points of engagement in their native digital environment.