Jun 30, 2011 by Mike Cox in Future of Branding
Instead of adhering to a single, centralized big idea, a brand must create coherence around multiple, smaller ideas. Embracing small ideas is a powerful way to navigate a rapidly evolving, connected world. Small ideas are fresh and immediate. Flexible and accurate, they can be defined in the immediacy of the present context, allowing brands to respond quickly in moments of crisis or celebration.
- via Fastcodesign.com
This entire article is great. You should check it out when you get a chance.