The Little Things
February 3rd, 2006
As I was brewing my afternoon cup of green tea (in this particular case it happened to be Honest Tea), I read the saying on the little piece of paper at the end of the string.
“All great things are only a number of small things that have carefully been collected together.” – Unknown
How very true.
A recent iMedia Connection’s article asked brand marketers, ad agencies, publishers, tech providers and thought leaders what they would do with the $2.5 million it takes to buy a 30 second Super Bowl ad (which is a good example of one big thing that is not so great). You can pretty much guess the responses, but it’s a good read nonetheless, because most of it is total bull.
The vast majority of great identities don’t happen by accident (or with Super Bowl ads, or million dollar websites, for that matter). They are a careful collection of a number of small things. (Go back and read that sentence again, this time emphasizing the word careful.) Rewarding customer service. An engaging brand personality. A group of fascinating products. And a series of inspiring experiences.
So, if you owned a company of any sort and had $2.5 million to spend, what would you do?
Other posts by Spike.
David Burn says:
I’d build a branded internet radio station, complete with blog and podcasts. Of course, under normal circumstances that would not require all $2.5 mil. But what I have in mind would take that kind of money, because the station would develop original programming. Hence, most of the money would go to the talent–writers, DJs, musicians, etc.–needed to make it great.
February 21st, 2006 at 10:27 amOlivier Blanchard says:
Exactly.
February 21st, 2006 at 10:28 amBilly says:
…and what if you only had 100 days to live? Check this out when you have the chance:
February 21st, 2006 at 10:28 amBilly says:
Hhmmm. http://journals.aol.com/bookmaven2005/blog/entries/2285
February 21st, 2006 at 10:28 am