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Most businesses believe that you need a good idea to create great advertising – wrong

You need advertising that supports your innovative idea.

Business author Steve McKee suggested in Bloomberg Businessweek that the trick behind successful advertising is that your company’s idea and the marketing campaign behind it are in sync.

He also claimed that top marketers understand that a business’s products and services are valuable but have limited lifespans where as brands last indefinitely.

Apple is one of the main example of how an idea has been synonymous with the company’s branding and marketing.  Whether it is the design of the latest iPhone, the features of iTunes, the service in the Apple Stores or the humour of the Mac v PC adverts Apple has maintained its idea throughout its branding and advertising and as a result has an army of dedicated followers who pay premium prices for all of its products.

“Sustainable success is built on the foundation of a singular idea, around which everything they do is oriented. Advertising is just one of those things,” said McKee.

He suggested that the underlying concept of a business is what is important.

The idea behind Nike’s marketing is ‘motivation’ but it never mentions the word in its publicity. However, through the slogan ‘Just Do It’ it has been able to cultivate imaginative evergreen adverts and has maintained success for years.

Terms like happiness, motivation, innovation and savings aren't advertising ideas they are business ideas. Advertising is just a part of business.

To make your firm’s advertising more effective ensure that it is rooted your company’s principal idea.

If you don’t know what this idea is it will be the reason that you established the business in the first place. Once you are sure what it is base the rest of your business around it.