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Steve McKee of Bloomberg Businessweek says the key to creating better advertising for your business is by developing a campaign for a big idea rather than developing a big idea for a campaign. McKee discusses ways small companies can utilize the success of bigger companies to their advantage by developing that big idea and putting major efforts into advertising it and cultivating a plan of action.  

Branding your big idea is essential for enhancing the meaning and value of your company and McKee mentions for this process to be effective, both the business and the brand must stay connected at all times. Marketers at larger companies understand that products and services come and go in this industry, but brands are around forever. Larger companies protect their brands in every which way.

McKee mentions two things that smaller companies should keep in mind when creating better advertising, they include: building a foundation for lasting success and animating your big idea.

Building a strong and lasting foundation will take time, but it is necessary and McKee mentions that an animated idea is a concept that reinforces the idea around which the company is based. Words like Happiness, Motivation, Innovation, Performance, Imagination, and Savings are not advertising ideas. He uses GE as an example by mentioning General Electric slogan: “Imagination at work is more than a slogan or a tagline.” The word “imagination” is not just a slogan it is an idea that has advertising implications.

Read the article “How to Create Better Advertising” and let NSSEA know your thoughts.

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