Big ideas are too big for advertising

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	Big ideas are too big for advertising

charcoal

10-29-2007 3:20 AM

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tags:

branding, idea, advertising

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/b1b2ce6f-bc80-4655-9ad0-b1c6587827ab/D451AEBB-9891-4E7F-AA29-C5599644BA98/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html" href="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html" style="font-size: 11px;">www.adliterate.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">while a brand idea can never be too big, it may well be too big for advertising</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">really potent brand thoughts are often short-changed when forced into the format of an ad. More than this, the desire to communicate the entire brand experience can compromise advertising’s ambition to sell. This is the enduring criticism of the ‘Dirt is Good’ campaign -that the idea is far bigger than can be dramatised in an ad and attempts to do so have not converted into sales.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">Maybe it is time to free advertising from the need to represent the entirety of the brand idea and recognise that other disciplines are capable of doing this in a richer and more rewarding way. </blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">the bad news for advertising agencies is the decline of the set piece ‘brand ad’ as the discipline gets back to the job of selling.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">the good news for advertising agencies is that few of the brand’s other business partners are capable of framing the big idea in the first place.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/D451AEBB-9891-4E7F-AA29-C5599644BA98/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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