have ideas been lost?

Over the last few years, marketers have become obsessed with wanting to do the latest thing and, in their quest, the concept of an idea seems to have been lost . The current in vogue area is technology.

However what seems to have been forgotten is, if it’s just technology, they won’t have it exclusively and their competitors will have it too.

So if everyone is using the same technology, the differentiator needs to become the idea. It is the idea and its execution that triumps in generating awareness and product recall over the medium that it appears within.

Concentrate on the best idea, using the best medium
- not the latest thing with no idea whatsoever.