Maybe It Is Time For Marketing To Move Away From "The Big Idea"

Everything we do in Marketing, Advertising and Communications comes out of "The Big Idea." It's what drives the marketing strategy, it's what drives the brand and agency to get excited about the campaign, and it's what drives consumers to put their hands in their pockets and hand over their hard-earned dollars.

Maybe it is time for Marketing to move away from "The Big Idea."

Whether we like it or not, times have changed. Prior to the Internet and the social media platforms it has given us, we