Social Media: PR's Entrée to Marketing's 'Big Idea' - Forbes | Harris Social Media | Scoop.it

The “big idea,”  long the Holy Grail for brands, signifies an obsessive search for a “transformative” brand platform that speaks much louder than a tag line.  As Matt Makovsky points out "the search for big brand ideas endures, but advertising is no longer the dominant driver to create and tell brand stories."