Comments on: Ogilvy vs. Godin: Is The Big Idea In Advertising Dead?

By: Never quite understood... - Copywriters Board

Never quite understood... - Copywriters Board — Wed, 17 Sep 2008 08:48:28 +0000

[...] "The Big Idea" anymore? Do you go with Ogilvy’s definition? Is a new one required? Ogilvy vs. Godin: Is The Big Idea In Advertising Dead? | OnlineMarketerBlog.com More importantly… what change would such a difference make on our approach? Omar [...]

By: Oglivy & Godin on The Big Idea « Trendspeak

Oglivy & Godin on The Big Idea « Trendspeak — Fri, 18 Jul 2008 14:09:06 +0000

[...] Onlinemarketerblog has an interesting post comparing the words of David Olgivy to Seth Godin both on The Big Idea. Of course coming from different generation, different styles, and even different goals as marketers, it’s difficult to compare these two but their perspectives come down to this: [...]

By: Aidan

Aidan — Wed, 30 Apr 2008 03:28:07 +0000

Surely the frog isn’t CRACKED-out? The name of the cereal is, after all, Honey SMACKS…

A quick line from the sitcom Weeds: “You ain’t sellin’ sh*t, honey. Drugs sell themselves.” A new marketing axiom?

By: Andy

Andy — Wed, 30 Apr 2008 02:34:38 +0000

You are correct. Big Ideas and USPs are and always will be the key foundational tool for marketers.

The difference today is that to be successful a product must have great marketing, but also a great product.

Products can no longer be mediocre and thrive for a time while people figure that out.Pufferey will get you nowhere today.

We are in an age of transparency, speed and connectivity.

The product and sales cycle is faster, more efficient and more unforgiving than at any other time.

This means good products succeed faster and easier and it is possible to build a community of loyal zealots for your product.

It also means if your service and product stink and you have an uncanny way of being overly intrusive or pushy with your customers, you can kill a product faster than ever before.

Another good read: Reality in Advertising by Rosser Reeves.

By: Phil Dunn

Phil Dunn — Tue, 29 Apr 2008 14:09:58 +0000

I tend to think about these concepts in terms of the fragmentation of media. Big ideas.. happening? Possible? Yes. Happening on TV? .. less and less so. The megaphone metaphor is going away. Godin is correct in that the big ideas are spreading like breadcrumbs across customer and corporate value chains and production/media outlets (which are not always big megaphone outlets). Integration across mulitple media and social outlets is critical. Very difficult, too.