Issue Number 22

Your Campaign

What's the big idea?

You're rolling out a marketing campaign. Launching a product. Revitalizing your brand.

What's the big idea? Not to sound flippant, but you need one. Because without it, it's likely your campaign, product launch, or brand repositioning won't be memorable — or particularly effective.

"Today, it's economically crucial to create something that's beautiful, whimsical, or emotionally engaging," writes Daniel Pink in his influential book A Whole New Mind: Why Right-Brainers Will Rule the Future.

Whether you're just starting out or farther along in the creative process, ask yourself the essential question: What's the big idea?

If the answer requires you to think too hard or explain too much, the idea probably isn't there.

You can fix that.

• Read the full story

Creativity at Work: Leave Your Competitors in the Dull
Issue Number 17

Clichés: Visual and Verbal. No! Stop! Don't!
Issue Number 16

Idea Generation: 7 Surefire Strategies
Issue Number 1