Marketers, advertisers, marketing communication strategists, copywriters, designers, videographers, etc., etc., etc., often talk about “the big idea” – and much of their time, effort and brainstorming activities are directed at identifying that “big idea” – that one thing that will… That will what? It is at this critical juncture between the idea and what that idea is intended to do, I think, where creatives often fail to get the point.
Here’s the thing: Continue reading “Looking for the next big marketing idea? Unless it’s tied to real, bottom-line results don’t bother!”