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This short piece of advice is so relevant in today’s digital marketing landscape. Consumers are savvy. They are very aware of what’s an ad, whether that be a banner on a website or paid search. The modern digital marketer needs to find ways where marketing is a natural conversation; not an intrusion.
The big ideaL is best expressed in a short phrase that captures the company's or brand's point of view on the world, or on life, or on the country in which it operates. Despite being short and memorable, The big ideaL is not a tagline.
This quote has new meaning in the digital marketing world, as it’s really a reminder that you must understand and know your audience intimately. Otherwise, you’re not relevant to them. And treating them like they are stupid, which is often the result of a condescending tone, certainly isn’t going to find you any favor.