Advertising isn't the best way to put across a brand's big idea
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 issues. But whopping great 'are you pleased to see me or is that a canoe in your pocket?' brand ideas.At their best, these feel like the driving philosophy of the business rather than just the strategy for marketing ...
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