What is a big idea?

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	What is a big idea?

charcoal

10-29-2007 3:16 AM

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tags:

branding, advertising, idea

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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/0ae9184e-426e-4a89-acf2-4b8cf9df4b50/D60D739D-F44C-4E50-A24E-C9129AE503E7/" 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">Big brand ideas are currently big news in marketing land. I mean really big brand ideas, not short-lived creative ideas that sparkle momentarily and then fizzle away as fast as they arrived. Nor one-dimensional advertising ideas that offer tactical responses to specific business issues.</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">At their best these feel like the driving philosophy of the business rather than just the strategy for marketing communications. </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">Campaign for Real Beauty seems to me, as if it were the reason that Dove exists in the first place. The same goes for Honda’s Power of Dreams, Land Rover’s ‘Go Beyond’ idea, Vodafone’s belief in the power of now and Persil’s, much maligned, Dirt is Good philosophy</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/D60D739D-F44C-4E50-A24E-C9129AE503E7/blog/" title="blog or email this clip"><img src="http://content8.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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