Here’s an extract from an article that we wrote some time ago before qube had a blog…I thought that this might be an interesting look as to how we go about evaluating the creative ideas that we come up with, both for ourselves and our clients.

So what’s the difference between a good idea and a bad idea?

In short, “the results”. An idea only means something once it becomes a reality, and unless it’s handled with care, it can easily become distorted, diluted, or wasted altogether:

1. To be successful, an idea must be correct. It must be appropriate for the target audience, and fit with their existing opinions in order to be accepted.
2. Many ideas just aren’t captivating. They need to be original, inclusive, and alluring.
3. How you present your idea can say a lot, and whilst creative ideas get noticed, clever ideas get talked about. To stand out from the crowd, an idea needs to be revealed in a way that makes people want to pass it on.
4. A compelling idea is one that results in the right action: sparking their interest…visiting a website…getting in touch…placing an order.
5. Finally, no idea is worthwhile unless it has the right conclusions. Did it do what it set out to achieve? What can we learn from the experience? How can we move forward?

Here at qube, we believe in the Strategic Creative Execution action plan, designed to give your idea the life it deserves. We’ve developed the above ‘5 C’s of a Winning Idea’ model based on our experience with brands such as Just Jeans, Telstra and Starburst.

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