Death to the "Big Idea"

Description:

The Big Idea isn’t dead...but it should be. Creating a unifying message that links together the marketing of a brand made sense in a world of mass media and limited consumer information. But we don’t live in that world today, and we haven’t lived in that world for over a decade.
It’s an irresistible concept. At Code and Theory we work with clients whose marketing teams have access to new distribution channels and nearly limitless data, and yet they are still looking for one breakthrough idea that can transform the brand and appeal to everyone. Our responsibility as a creative agency is to push clients past this artifice. Companies today face a multiple problems that must be approached and answered differently. What’s needed is not one Big Idea, but instead a connected system of solutions.