The idea is the raw material that is the basis of all communication. Advertising that is based on ideas connects with the consumer on both an intellectual and an emotional level. But ideas are the result of hard work, not just random thought. Ideas need to be based on a thorough understanding of the product. In a sense, the brand is an idea. Its value is based on the originality of the idea combined with how effectively it connects with people

If all of this starts to sound like something from a basic marketing class, it should. I teach an advertising class at Columbia College.