Generating big ideas that grow your brand

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e.

Generating big ideas that grow your brand

Graham Ellor

Brands thrive on big ideas – the expression of single-minded propositions that make a company stand out from the crowd. They always have done and to my mind always will. From Oxo's 'family meal',...