What makes a complex technology story memorable?

A simple verbal structure can make complex technology-enabled possibilities accessible without reducing the story to a list of functions. For Dassault Systèmes, "IF WE" brought together two ideas central to the company's approach to innovation: imagining possible futures and helping people design them together. Pairing "if" with "we" gave ambition and collaboration a repeatable form.

The Dassault Systèmes campaign used provocative, open-ended statements to invite senior decision-makers to imagine futures enabled by the company's technology. Photographic storytelling placed speculative scenarios in iconic and unexpected settings across television, print, digital and out-of-home advertising. The practical lesson is to build a verbal framework that can hold different scenarios while retaining one clear idea. Technology becomes part of a story about what people could achieve together, rather than the sole subject of the message.

A memorable expression should move beyond specialist language without departing from the technology it describes. For Teledyne e2v, "Making waves" provided a distinctive expression connected to the business's radio frequency engineering and microwave capabilities. The phrase also served as a flexible platform for messaging and campaign development.

A strategic content plan and supporting assets reinforced Teledyne e2v's 70-year heritage helping clients harness microwaves to fight cancer. That medical application gave the expression concrete significance beyond a memorable turn of phrase. The useful principle is to connect accessible language to both the underlying capability and an application that makes its value understandable.