This week, Mitch Joel wrote a thought-provoking piece suggesting that it’s time for brands to abandon pursuit of the big idea. As with all good posts, this one inspired lots of comments, many of them advancing the conversation, but most of them predictably agreeable. From what I can tell, however, none of those comments come from brands or advertisers who might actually know whether big ideas still hold value. Nor did they come from people who’ve actually conceived big ideas themselves.
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It may no longer be about the big idea, but those little ideas better be damn good