7.27.09:: It’s no secret, I subscribe to the religion of the Big Idea. One of our main tenets- idea before execution. Which is why I initially screamed heresy when I read “If Execution Is What Matters, Where Does That Leave Ideas?“ The article forwarded the thought that ideas are merely a launchpad for execution and the sweat-equity that goes into developing the ideas is what deserves more credit (and reward). As I continued to read the article, I could not help but notice how the two camps develop their points. Idea people think their brilliance and direction should be compensated while the people who actually did it, claim the idea people would be nowhere without them.

So, without getting into an intellectual property screaming match, I came to a hard truth: ideas and executions are inextricably connected. They need each other.

I know this is not a new point. In fact, agencies and clients alike have been opening up their coveted chambers and minds to tech gurus and interns for years. However, approaching problems with this holistic and respectful mindset makes more possible. Your next big idea might be inspired by the lunch lady on the new JCP widget. Or the best way to execute something might come from an insight on how people eat with their hands. One does not necessarily come before the other, but each dictate how the other will turn out. Just as the chicken determines what the egg will look like and the egg determines what the chicken is. The sooner this is accepted and we hire people that can either play ball with the other side or think both ways, the better off we’ll be.

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3.30.09:: We’ll admit, we love errant, blunt advertising– pieces that speak plain truth to an audience that has organically become fans of a brand. This awareness is probably one of the great merits of branding. Recently, I came along this poll while on Facebook:

Pretty spot on, right? Absolutely. Unfortunately, efforts of fast food outlets to woo their most dedicated customers (18-30 year old males) have met backlash before. Who could forget the adorable Quizno’s hamsters?

This ad, despite its warm reception among younger guys, met huge backlash from the occasional customers of the sub chain– families. The ad campaign was subsequently pulled. Conversely, other companies have been able to embrace this audience while remaining benign to the greater population. (i.e. The King’s return to Burger King advertising).

So, if your message embraces this kind of honesty:

1. Find the venue that works for you.
Facebook in this case was a perfect place for this interaction.

2. Listen to your ‘fans’, not your customers.
Marketing professionals receive a lot of customer feedback. The best ones know which ones to listen to and whom to regulate to the peanut gallery.

3. Be prepared for interrogation.
Any bold action requires a rationale. Having one that shows how you are embracing the truth about your brand is never a bad one.

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