This article discusses what constitutes a promotional 'big idea'. A true big idea changes how people feel or believe, by creating a connection with them in the head (in terms of awareness and talkability), the heart (emotional) and the hand (motivation to try it).
Don't let small ideas murder the big ones
As marketing professionals, our clients are asking us more and more frequently to come up with 'the big idea'. This does not just mean a crazy stunt tacked on to the advertising campaign, but the idea...