Is Novelty Alone the Hallmark of a Monster Idea?

Does it Entertain?
Entertainment is the hallmark for memorability in the marketing and advertising industry. A wise old ad man once said, “People don’t read ads, they read what entertains them. Sometimes, that’s an ad.”

Is it Novel?
Novelty does play a role in the monster potential of an idea, but only if the purpose of that novelty is to generate curiosity. Make people authentically curious about your brand and they'll seek out answers for themselves.