I read an interesting article in Forbes: The Peril of Big Ideas.
People in all aspects of marketing, advertising and PR tend to swoon over the very idea of the Big Idea. Although in theory these concepts are by definition Big and Good, it is important that your Big Idea first "do no harm."
The Forbes article explains how to avoid associated risks. Here's an excerpt, please visit the link to read more.
It’s essential for top managers to embrace brands and to understand the Big Ideas they convey in an intuitive way. There’s a fine line of difference between caring for a brand as an inspired custodian and being an overly zealous proprietor. The trick is maintaining dedicated engagement without letting yourself be carried away with your personal ingenuity. Every brand has its own DNA . . . but don’t fantasize yourself into believing it’s your DNA!