SMT Wants to Connect with You at SXSW

Are you headed to SXSW? Let us know!

 

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.

 

Upcoming Webinars

Whitepapers

  • February 20, 2015
    Symantec, the global technology security provider, needed to provide its global customer base access to social customer service.  They were...
  • February 20, 2015
    An Employee Advocacy program has value beyond your company’s marketing department. The community you build will be the single most important...

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.