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But what makes an idea brilliant and creative rather than ordinary or mundane?

WPP agency Millward Brown works with some of the world’s biggest companies to research and develop brand-marketing campaigns. They define a big idea as “a game-changer. It shifts paradigms and turns category convention on its head”. It must “resonate, be disruptive, have talk value, transcend cultural and geographic boundaries and stretch the brand without straining credibility or believability”. (Hernandez, 2012.)

A big idea must resonate, be disruptive, have talk value, transcend cultural and geographic boundaries and stretch the brand without straining credibility or believability.

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