I was chatting to someone about the pitfalls of working with, or for a big company and how company size seems to be inversely proportioned to its intelligence. We agreed that most people in marketing seem to think being huge or being interesting (dare I say it cool) are mutually exclusive. Why?
Maybe that's what sets brands like Apple and Old Spice (modern incarnation) apart from everyone else. They see being interestingness as the key to bigness, rather than a barrier.