Bill Schley, a marketing and messaging legend, delves into the transformative power of his concept, 'The Micro-Script Rules.' He illustrates how concise messaging can revolutionize branding, arguing we connect through impactful micro-scripts, not mere taglines. Schley shares insights on the evolution of advertising, the importance of unique selling propositions, and the art of strategic messaging. He emphasizes how effective naming can act as powerful micro-scripts, ensuring brands convey their essence clearly to engage audiences.