It's popular these days to say that television and other traditional forms of marketing don't work - that it's a fragmented world out there, and marketing is henceforth all about the thousands of little things that companies do in different constituencies, markets and segments.

I'm not sure that's altogether right. Focused, laser-like efforts are certainly very valuable, but I worry that we might get all the "micro" things right and miss the bigger picture. I don't want to lose sight of how important it is to have all our marketing efforts somehow embodied in something bigger - something iconic, even.