🔌 The Branding Brilliance of “Electrify Everything”

One of the many challenges of climate change is its sheer complexity. First, you have to wrap your head around what’s going wrong, and then you need to understand the available solutions. Saul Griffith has researched and written extensively on the subject, and he’s given us an exceptional gift, a tool we can use to share his complicated work. His blissfully simple call to action is “Electrify everything.”

THIS is smart branding. Let's break down "electrify everything" and explore its brandy brilliance.

🩳 It’s short.

Saul Griffith's nuanced concept is "briefly" outlined in a 13-minute video and an entire book called Rewiring America. However, for those of us with TikToky attention spans, Griffith has summarized it in just two words. TWO WORDS. If you've ever tried to write a one-liner for anything, you know how difficult that can be.

Just imagine how many more people his message can reach purely because it’s so short. 🤯

🕺 It’s fun to say.

Alliteration. Who doesn’t love it?

📣 It’s a concrete call to action.

Notice how “electrify everything” makes you the hero of the story. Imagine if the slogan was “electrification of everything.” (Lame.)

✍️ It’s actionable in your life no matter who you are.

Whether you’re a consumer deciding which appliance to buy, a politician creating a climate action plan, or a CEO making decisions about your company’s sustainability, “electrify everything” is a compass.

🔂 And my favorite, it’s easy to remember and repeat.

Because stories won’t spread if we can’t repeat them.

Photo by armin djuhic on Unsplash