Burn What’s Boring. Be Bigger, Bolder and the Absolute Best.
I’ve been a part of 500+ marketing campaigns. But only a few made a huge impact. Most were mediocre.
I hate that feeling. It’s like when you’re speeding on an open highway — then see those flashing lights. I knew I’d made a mistake — even if I wasn’t caught. Except for this time I wasn’t in the driver’s seat. I was on my computer chair.
It was an article that caught me. Specifically, this one: Sell Something Bigger Than Your Otherwise Boring Business. I knew a few of my recent campaign ideas hadn’t been up to scratch. Sure, they were still ‘good’. But in the marketing world, good isn’t good enough. Be great or go home. I felt bad because it’s a lesson that was passed onto me in person.
The Bigger Bible
While I was in LA, I met with Fabian Geyrhalter, an elder statesman in the branding world. He actually wrote the book on the idea we’re talking about now. It’s literally titled ‘Bigger Than This’. He’d even gifted me a signed copy. And still, I needed reminding.
I recalled one of the examples from Fabian’s book. It’s burnt into my brain. The campaign was done by the ride-sharing app Careem, a rival to Uber in the Middle East. It was based around Eid al-Adha, a…
