Big is beautiful: Think like a mass marketer, not a startup

The average marketer is every bit as perverse as the next person. Given the brand assets and challenges they happen to have, they want the ones they don’t have. They yearn to be in the opposite position from where they are right now.

So, the marketer of a small, niche brand will covet the scale, swagger, budgets and sheer presence of the market leader. What must it be like to have that kind of muscle, to have pockets that deep, to be able to fund big ideas, not just come up with them?