WHY IDEAS MATTER

It's hard to imagine that marketers anywhere would question the value of having an idea in their advertising or communications. After all, people who typically become marketers do so because they love ideas. They are the "idea champions" of any company (or at least, they sure should be). Why then do we hear more and more often marketers and their general managers saying that they are fine with advertising that "just gets the product news out?" Sometimes when we show our seminar participants examples of big-business-building campaign ideas they will say, "Those aren't relevant to us. We don't do campaigns these days. We do spots, "one-offs." To which we want to respond, "But do you know what you are missing, what opportunities you are 'leaving on the table' by not having an Idea?" This week we answer that question!

The Dispatch for September 17, 2006 can be found here:

WhyIdeasMatterRev.pdf (PDF File)