Every brand needs a core "Big Idea". But so few still have them.
When it comes to developing creating communication, I am a believer in the need to focus first and foremost on finding and agreeing the BIG IDEA. Then, and only then, should you worry about the execution.
Marketing Unleashed: Why do so many brands and their ads lack a "big idea"?
Posted by
bembridge under Advertising
From http://www.garybembridge.com 4315 days ago
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