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Why does the big brand idea always seem to mean big advertising bucks?

Share Tweet +1 ShareWhen we raise issues about advertising costs, the most common accusation from the agencies is that we inhibit the creation of the big idea. Firstly we are certainly not against the big idea. For any advertising to … Continue reading

Posted in agency remuneration / compensation, return on investment, strategic management, television & electronic production | Tagged , , , , , , , , , | Comments Off on Why does the big brand idea always seem to mean big advertising bucks?

Language gets in the way of marketing business strategy alignment

Concepts, big ideas, territories, tissue sessions, brain storming and more are all terms people use in marketing and advertising to describe various steps in the development process. The problem is that often there is no agreement in what these terms mean and so achieving business strategy alignment is almost impossible.
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Posted in marketing process optimisation | Tagged , , , , , , , , | 7 Comments