Little idea #7 - break the tyranny of the big idea

'Big' has been the historic gold standard of advertising - big ideas delivered in  big way by a big name supported by a big budget.  It felt a really weird premise when I entered the industry and just plain wrong now.

We live in a culture full of depth, nuance and complexity.  Yet we insist on the singular idea and message and keeping it simple.  We place all our bets on one idea when we live in an environment where experimentation and diversification is critical to survival.  

The wonderful thing about digital is that it's helped create a culture of do then learn thanks to the cost of failure being so low.  This is the antithesis of the usual marketing practice of learn then do.

So I think we need to create an environment where we do lots of little things (albeit held together with some sense of purpose).  It's a more responsible approach as well as being more fun.  And it can make big companies feel small.  

Comments

[Alastair Duncan]

I think the big idea was overtaken in about 1997 by the big execution...

[Martin Weigel]

Hi Gareth,

I've been nodding along to your (in truth not so) little ideas. Especially being people powered.

I'm not so sure on this one. Or at least I think this one needs a further definition of terms. Us adfolk have always clouded stuff with our language.

Certainly big brand ideas (aka a sense of purpose) are far from dead.

Though I think your point is that it's big executions that are dead.

Or is it that more that singular executional ideas endlessly repeated are dead?

It's an important point you're making. But I've seen it in the wrong hands and bastardized to mean anything big is dead. And that's like seeing a child run with scissors.

[Steve]

So true. We make the ideas yet consumers make them big or small. Your "purpose" point is also a good one. The purpose is the brand strategy, no? Campaigns come and go, a powerful brand strategy is indelible.

[Eddie]

I think the caveat of the small ideas being held together by an overall purpose is key. You can't have a bunch of small ideas if they don't come together at some point for one bigger solution or goal.

[Herdmeister]

Great stuff, Gareth - as ever.

Intrigued by the rash of "purpose" ideas discussions at the moment (or "purpose ideas" as we dubbed them nearly a decade ago!).

Oh, I remember when folk thought that was up for grabs and anyone who suggested it...

Keep up the good work

[HP Cartridge]

I like how you choose the title of your blog...It is like another way of saying think BIG.I had a very nice time reading it.Thank you for sharing.

[Sample Letters]

Nice blog you have there.I enjoyed the very interesting read.