Creating Sparks Instead of a Big Forest Fire

Brands still need a strong identity to pull it all together

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Agencies should think of branding as a series of brush fires rather than one big forest fire, according to The Martin Agency’s Danny Robinson.

Robinson, one of five creative leaders in a broader discussion about innovation today, cited his shop’s work for Geico as an example: the stone-faced question guy, a gecko, and now some guinea pigs who can row. Crispin Porter + Bogusky’s multi-pronged attack for Burger King also springs to mind.

Here’s the catch, though: A brand still needs a strong positioning to pull the bits and bobs of work together.

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