Big ideas take too much time to find and we don’t have the time to find ’em (not on current accountability time). Big ideas are equated to expensive ideas… Hence the word big. They’re meant to create a splash; secure buzz; enraptured the masses with pomp, grandeur and ceremony. Big ideas are similarly full of hot air, fluff, inflated with self importance, exaggeration and hyperbole
Interesting perspective over at Jaffe Juice
There is a danger that professional marketing becomes esoteric and talks to itself, and is interested in certain aspects such as making commercials. if that happens, it’s not providing the customer insight to the rest of the business and influencing it.
Sir Ian Cheshire, interview with MarketingWeek
Nice quote from Mark Ritson
…brands shouldn’t submit to “logo tyranny”, where marketers think the same typefaces, colors and proportions have to be rigidly repeated. This is not branding. This is what people do when they don’t understand branding.