Are you leveraging the reach and authentic enthusiasm of your employees? Hear from General Mills and AT&T on #SMTlive. Register here for the free webinar.

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


  • September 08, 2015
    Find out how today’s top marketers are using social display to build brand love and grow business. Download “The Pursuit of Social Persuasi...
  • September 03, 2015
    The Social Customer Service Index 2015Measuring Use and Effectiveness of Social Media Tools for Customer Service An exclusive whitepaper bro...