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Social media: what’s the ‘Big Idea’?
"[Brands] are not there yet. They are on the cusp. They have the technology and know-how -- it's not for lack of trying or creativity," said Rick Webb, co-founder and COO of The Barbarian Group.
While the messaging is there, said Webb, the problem is the experience is more interactive and less social.
The definition of a big idea, said Rei Inamoto, co-chief creative officer of AKQA, differs on the medium. "It's what you do [rather] than what you say that becomes the idea," he said.
Facebook in and of itself is a big idea, as is Twitter, which started out as a small idea, said Inamoto. But where brands are concerned, it hasn't happened yet. He sees one of the greatest challenges for brands as letting go of a bit of the branding to focus more on the consumers in the space.
Read the full story on AdWeek
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