Is Novelty Alone the Hallmark of a Monster Idea?

Does it Evoke an Emotion?
Emotion is humanity expressed. It’s a powerful tie that must be generated, not manufactured. Emotion binds a brand to a belief. Look at Nike or DeBeers for examples of how authentic emotion generated can influence an idea’s monster potential.

Does it Create an Experience?
Experience offers a chance to prove brand character, not just tell it. We have an experience with a brand in two ways: brand experience and physical experience. Brand experience reveals the character of a brand as much as the value of the product or service. Physical experience is an exchange with the consumer in real life, not just marketing life.