>"One" is a bad smell in marketing speak. Thank goodness other people recognize this too. Whenever I see “One” in branding I sense a corporation bereft of crea

>"One" is a bad smell in marketing speak. Thank goodness other people recognize this too. Whenever I see “One” in branding I sense a corporation bereft of creativity and afraid of risk. Alternatively, it might also indicate that were too many executives involved and no single person had the authority to make a decision, so they picked the most bland and uninspiring option they could all agree on. It’s so lame and milquetoast. However, there is one exception I will make, the radio station 101.1 “The One”. Here it feels appropriate and even a little endearing.