And here’s why: TBI’s are essentially just catch-phrases, titles for campaigns. They don’t really mean anything. In fact, more often than not, TBI’s are simply taking a magnifying glass to a specific client offering or personality trait and naming it.
All clients really want to know is how are you going to show them off in the best possible way and ultimately convert sales. They don’t care about all the other shit.
They don’t care about the “overarching thought” or the “singleminded proposition”.
They want results.
Don’t believe me? Check this out:
So what was the big idea there?
We need to sell underwear. So let’s get hot chicks to wear our underwear and dance around. Guys will like it. Gals will want their guys to like them…so they will buy the underwear.
Don’t try to be clever. 1 + 1 = 2 …always.