It happens to me really often that following some interesting people in Twitter leads me to other people also interesting as well. So, if you read the post about Tour de France you could see that i found some links coming from Ana Andjelic's site, where i also found some interesting posts about the need of the "big idea" as the core of digital marketing campaigns, written as an exchange of opinions with other people. Maybe the subject is totally debatable but also really interesting, take a look at it here and there.

What do you think? It's also depending on which country the campaigns are run? (because this kind of utilities are based on people "decoding" the brand themselves instead of the brand telling them what they have to think, and i think that this decoding needs some online use habits)

Or even is it related to talk about consistent stories instead of the benefits of the "advertised" product? or are there no specific products anymore but brands instead?

Daniel

Historically an idea in an advertising sense was always linked to a campaign or something that was being done by a brand at a point in time. Something for some reason had an imaginary timeframe attached to it. Like Real Men of Genius, a big idea which had its day in the sun but in sometime started to feel like its over and everyone working on the brand wanted another "big idea", the next one.

I think what brands need is a kind of a heart or a soul to begin with, and then have numerous small things, some of which could be traditional big ideas, that come out of the brand's soul.

We have used many terms in the past to describe the brand soul and the big ideas have worked outside of these words. Now I think the ideas will have to be a lot closer to the soul and will have to reflect this through action and not by using big advertising ideas.

Perhaps that's why we think big ideas are dying

Posted by: Nishad at July 16, 2009 05:32 AM