Big marketing ideas are sparked by two elements – knowledge and inspiration.
To develop a killer idea you have to immerse yourself in a brand and develop an intimate knowledge of the sector in which it operates. That allows you to spot remarkable opportunities that others have missed.
Inspiration comes from eyeballing the competition at home and abroad. It also means paying attention to what leading brands are doing in industries outside of your own.
Inspiration comes from listening to employees, consumers and industry experts.
Last but not least, it comes from actively observing the world around you. Look and you will see!