Does your big idea guarantee a long shelf life?

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Focusing on a problem or behaviour may only address short-term results. Although understanding the problem is important, the root cause of the problem must be understood to uncover a big idea, and to build a great campaign. A great creative platform always knows the unique role that the brand plays in  addressing the key insight. And an insight is not a specific feature or the “reason to believe”.

Insights are consumerbased, not brand or product based! Read the full article here

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