One Eye Deer EP 7: Brand an Idea in One Sentence to Sell It

In “EP 7: Brand an Idea in One Sentence to Sell It” of the “One Eye Deer” Podcast, you will learn how you can capture your audience better in the digital age.

In traditional marketing, you may have 30 seconds to communicate your brand message. You have some time to communicate with customers through newspaper ads, TV ads, outdoor media placements and exhibitions or roadshows.

Brand an Idea in One Sentence to Sell It by J C Sum | Evolve & Adapt Singapore

In today’s age of social media, people’s attention spans and maybe IQ have been decreasing.

Now, you have only 5 seconds to capture your audience’s attention. You have to tell your target audience who you are, what you do and what is your value before they scroll pass their social feed or Google search results.

This 5-second rule doesn’t just apply to brands looking to market their products. It can also apply to job hunters trying to stand out from candidates for a position in a company. Or maybe you are an employee in an organisation looking to pitch an idea or proposal for internal change to benefit the company.

So the golden question is: how do you communicate an idea or message in a single sentence within 5 seconds.

Join certified marketing management consultant, J C Sum, as he discusses how you could capture the attention of your audience in today’s digital age.


02:08 What makes a website copy ineffective.

02:36 A common piece of advice that is shared in marketing and business.

04:29 Ways to communicate an idea or message in 5 seconds.

08:03 4 steps to arrive at your differentiated value.

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About One Eye Deer:

The One Eye Deer podcast is produced by Evolve & Adapt, an award-winning strategy & digital consulting firm based in Singapore and Malaysia.

If you are looking to build your brand and generate massive leads and sales, book a marketing consulting call at


The name of the podcast was inspired by the riddle:

What do you call a blind deer?

No eye deer.

Since the podcast explores one marketing idea each episode, it features “one idea” (one eye deer).

The podcast is more than 2 years in the making. The idea of a podcast was first conceived in early 2020. It took shape as “One Eye Deer” in Feb 2021 and finally launched 13 months later.


The “One Eye Deer” mascot was designed by Eugina Lee (IG : lee.eugina) based on the concept developed by J C Sum.


One Eye Deer theme performed and produced by Darren Teh, An Honest Mistake.

Adapted from “Do-Re-Mi”, “The Sound of Music”. 1959 Rodgers and Hammerstein.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 12 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.