I was reading Advertising Age online and came across 3 Min Adage videos. They cover everything from latest social media campagins, industry leaders thoughts and highlights from the ANA Branding Conference 180.
Check it out:
Video: 20% Insight Factor
For the right ideas you need a specific insight, not an lazy insight your competitors have. This is called the 80% insight bucket that every one knows. Really it's the 20% insight. Make people DEFEND IT and don't state the obvious.
The 20% insight is understanding beyond the obvious. It's our ability to deciper consumers unarticled needs and consumer behavuiour. Essentially, can your consumer relate?