Big Idea

Introduction

A 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. Every great product or brand starts with an idea. But how does an idea grow into a big idea? Big ideas, when executed well, excite your client, the marketplace, your employees, and potential clients. Big ideas create multiple layers of engagement, not just with the brand’s customers but also with your all-important staff.

Rob Hernandez, the Global Brand Director at Firefly Millward Brown, observes that the topic of “big ideas” is prevalent everywhere these days. Major global companies, including the likes of Coca-Cola, Procter & Gamble, Unilever, and Diageo, are putting increasing emphasis on finding powerful, mind-blowing creative concepts to fuel their marketing communications campaigns. Rather than relying solely on the emergence of innovative concepts, these marketers are actively investing in their development.

According to Millward Brown, among the notable success stories, we find the Guinness campaign that creatively affirms, “Good things come to those who wait,” and P&G’s salute to moms, based on the idea that the myriad self-sacrificing tasks of motherhood make it possible for children to grow and succeed and maybe even become Olympic champions. This is where a big idea comes in. A big idea can cut through the noise to capture consumers’ hearts and minds. A big idea has the potential to significantly improve a brand’s trajectory. Yet many advertisers have traditionally neglected the stage of research in which truly big ideas are likely to emerge.

Features of Big Idea

1. Big ideas resonate with consumers.

An idea must resonate meaningfully with consumers in order to be powerful. It must be based on an idea that’s authentic. Despite its potential for rational appeal, a big idea typically evokes strong emotions.

2. Big ideas are disruptive.

Any big idea’s ability to change the game is one of its most crucial components. It disrupts established norms and challenges conventional categories. Taking distinctiveness to the extreme, a big idea represents a new way of thinking, feeling, or acting.

3. Big ideas have talk value

Buzz and word-of-mouth are generated by the biggest and best ideas. People feel compelled to share their reactions to these emotionally charged, highly resonant, and game-changing propositions.

4. Big ideas stretch brands.

A big idea pushes and extends brand boundaries without breaking them. We consider this an indicator of brand compatibility—one that accounts for believability and credibility all in one. So the question we ask is, does the idea push the brand in positive and potentially new ways without going so far as to strain either credibility or believability?

5. Big ideas transcend cultural and geographic boundaries

The biggest of big ideas are truly universal. Cutting across distinctions of class and ethnicity, the biggest ideas speak to people at a fundamental human level.

Brand with Big Ideas

A big idea is the driving, unifying force behind a brand’s marketing efforts. Of course you want to have a big idea behind your campaign, but how do you know if you really have one? What separates a truly big idea from one that is merely ordinary? How do you recognize a big idea or detect a kernel of a big idea that could be developed?

Here are a few examples of big ideas from brands you know:

• Google: to organize the world’s information and make it universally accessible and useful.
• Amazon: to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.
• Southwest Airlines: to be THE low-cost airline.
• Nike: to bring inspiration and innovation to every athlete in the world. (And from Nike’s perspective, if you have a body, you are an athlete.)
• Facebook: to give people the power to share and make the world more open and connected.
• eBay: to provide a global online marketplace where practically anyone can trade almost anything, enabling economic opportunity around the world.

Conclusion

Big ideas are fundamental to successful brand marketing. They transcend boundaries and connect with people on a universal level, irrespective of their cultural or geographic backgrounds. A big idea serves as the driving force behind a brand’s marketing efforts, unifying them under a common purpose. But how can you distinguish a truly big idea from an ordinary one? How can you identify and nurture the potential of a big idea? Let’s explore some examples of big ideas from well-known brands to gain a better understanding. Big ideas are the backbone of effective brand marketing. They surpass limitations and resonate with individuals universally, regardless of their cultural or geographical distinctions. A big idea acts as the catalyst for a brand’s marketing endeavors, uniting them with a shared objective. So, how can you differentiate an extraordinary big idea from an ordinary one? How can you recognize and cultivate the potential of a big idea? Let’s examine a few instances of big ideas from renowned brands to gain insight.

A big idea serves as the driving force behind a brand’s marketing efforts, unifying them under a common purpose. But how can you distinguish a truly big idea from an ordinary one? How can you identify and nurture the potential of a big idea? Let’s explore some examples of big ideas from well-known brands to gain a better understanding. A big idea is crucial for successful brand marketing as it transcends boundaries and resonates universally. It acts as a catalyst, uniting marketing efforts towards a shared goal. But how can you differentiate an exceptional big idea from an average one? How can you identify and nurture the potential of a big idea? Let’s examine a few instances of big ideas from renowned brands to gain valuable insights.