When a brand essence is distilled to the nth degree, it becomes a shallow caricature.

Is this a good thing? Can the 10-second elevator sales pitch be whittled down too much as to become a pale shadow?

See this example – everything about Fox News in one image. Via alightheart on twitter.

Clever, funny, and sad (subject matter judgement) aside – can you distil your brand to this level of clarity? Should you? Is this level of clarity good for the brand story?

Is this a sign of a lack of depth? Or one of super clear focus and unwavering integrity (acting consistently in alignment with values and beliefs)?