Not all that long ago, the acronym KISS was so popular that many executives displayed it on their desks, either embedded in Lucite or sculpted in bronze. Keep It Simple Stupid was the preferred strategy of the time. That strategy – and the acronym -- is enjoying a limited revival in these difficult times, especially in the research-obsessed, insight-seeking marketing domain. These days, the tome-like marketing plan is out and the pithy pocket version is in. Or, it better be.
