How do successful organizations streamline their social management? Can one tool really do it all? We'll answer these questions and more on the next #SMTlive webinar. Register now!

A Brand Can Own Any Idea, but Can it Live Up to the Ideal?

Any brand could have used the line. But could it have lived up to the ideal?

Any brand could have used the line. But could it have lived up to the ideal?

My friend and sometimes co-conspirator Will Burns had a great post in Forbes this week arguing that brands too often kill a great advertising idea because it isn’t “ownable.” And this is true. Brands often reject great positions, taglines and ad campaigns with the reasoning that their competition could make the same claim.

My 35 years in the business tells me that reaction occurs for one of three reasons.

  • Someone took a too-traditional marketing course in grad school.
  • Someone forgot that communication and creativity have the power to make an idea ownable.
  • Deep down someone knows that they can’t actually live up to the idea.

Which leads me to a point more important than whether or not a driving brand idea is ownable. But rather can the brand prove its right to use and own an idea? Can it deliver on the promise? Is it expressing a belief that is genuine?

Read the full post at Creativity Unbound.

 

Join The Conversation

  • Mar 2 Posted 1 year ago Madhava Verma D...

    Good perception of saying and it's true that getting the idea is different and implementing the same is the actual challenge.

Upcoming Webinars

  • August 19, 2015
    Hear from Chris Kerns, Author of Trendology, about the latest findings from the Spredfast Research team and their series, The Smart Social Repor...
  • July 14, 2015
    Today's customer is being pulled in many different directions at once, with buying opportunities at every turn. How can you break through the no...

Whitepapers

  • May 27, 2015
    Word-of-mouth marketing has always been a powerful driver of consumer behavior. Every experienced marketer knows that customers are mo...
  • May 20, 2015
    In today's marketplace, social media is an integral component for any growing business. But in order for your business to see return on its...