While some try to save the world with advertising, others just perfect advertising's single target: selling stuff by great ideas which add virtue and value.
For doing that you need an in-depth understanding of the brand, the consumer, the specific usages and attitudes. Not the glamorous 'commercial' fake life, but the down to earth, daily routine!
And: it's not about the big idea, it's about delivering a useful service, adding value - demonstrating you've got it ...
... as Autofarm, an independent Porsche dealer in the UK: "Rather than waiting out the four-hour car service at the garage, Autofarm will arrange for customers to be driven the four miles to and from Bicester Village to enjoy its outlet boutiques and restaurants."
Porsche drivers and shopping? Why don't they offer a race track, you want to ask? "According to Autofarm, the service is designed to cater to the growing number of female Porsche owners, especially mothers. Autofarm's Workshop Manager, Robin Bartholomew explains: "Getting the car serviced often falls to the lady of the house. Children understandably get bored waiting, but this provides an opportunity to go somewhere suitable, rather than being trapped in a car showroom or workshop waiting room."
Get it? It is the small idea, the helpful service, which differentiates you from the crowd. It is the deeper insight which sparks distinction. It is the true understanding of your target group, customers and consumers. The true understanding of the lifes, needs, and wants of those using your brand.