Big Idea in marketing and advertising is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers.[1]
The term "Big Idea" has been used in the works of marketing gurus David Ogilvy[2] and George Lois,[3][4] and in a book[5] authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.
A successful Big Idea is more than just a catchy slogan or a clever advertisement; it is a strategic vision that guides the entire marketing effort. It is born from deep insights into consumer behavior, market trends, and brand positioning. This insight-driven approach ensures that the Big Idea is not only creative but also highly relevant and impactful.
For example, Apple's "Think Different" campaign was a Big Idea that transformed the brand's image and resonated with a global audience. The campaign's powerful message celebrated innovation and individuality, aligning perfectly with Apple's brand values and appealing to consumers' aspirations. Similarly, Nike's "Just Do It" campaign encapsulated a spirit of determination and athleticism, becoming a rallying cry for athletes and fitness enthusiasts worldwide.
The development of a Big Idea requires a collaborative effort from various stakeholders, including marketing strategists, creative teams, and consumer researchers. It often involves brainstorming sessions, market research, and consumer testing to refine the concept and ensure its effectiveness. Once the Big Idea is established, it is executed across multiple channels, from traditional media like television and print to digital platforms like social media and websites, ensuring a consistent and unified brand message.
References
edit- ^ Big Ideas: Research can make a big difference
- ^ Ogilvy, David (March 12, 1985). Ogilvy on Advertising (1st Vintage Books ed.). Vintage. ISBN 978-0394729039.
- ^ Lois, George (September 1, 1991). WHAT'S THE BIG IDEA? (1st ed.). Doubleday Business. ISBN 978-0385414869.
- ^ Lois, George (September 15, 2008). George Lois: On His Creation of the Big Idea. Assouline Publishing. ISBN 978-2759402991.
- ^ Davenport, Thomas (2003). What's the Big Idea? Creating and Capitalizing on the Best New Management Thinking. Boston: Harvard Business Review Press. ISBN 9781578519316.
External links
edit- What’s the Future of Advertising’s Big Idea?
- What’s The Big Idea Anyway?
- Getting to the Big Idea
- Big Idea
