Big Idea (marketing): Difference between revisions
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The creation of a Big Idea can be described through two main approaches: |
The creation of a Big Idea can be described through two main approaches: |
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Spontaneous - not forcing yourself into anything, allowing the Idea to form naturally from the marketing challenge you have before you. |
1.Spontaneous - not forcing yourself into anything, allowing the Idea to form naturally from the marketing challenge you have before you. |
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As advised by George Lois: |
As advised by George Lois: |
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*Start out blank, with an open mind, make no assumptions |
*Start out blank, with an open mind, make no assumptions |
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*Do not concentrate on creating the Big Idea, "you snare it from the air as it floats around you"<ref>[http://www.visions-west.com/BigIdea.htm The Big Idea]</ref> |
*Do not concentrate on creating the Big Idea, "you snare it from the air as it floats around you"<ref>[http://www.visions-west.com/BigIdea.htm The Big Idea]</ref> |
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Through research - collect valuable information from consumers by the using [[Qualitative research|qualitative]] and [[quantitative research]]. Steps: |
2.Through research - collect valuable information from consumers by the using [[Qualitative research|qualitative]] and [[quantitative research]]. Steps: |
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*Create list of ideas |
*Create list of ideas |
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*Collect data from consumers |
*Collect data from consumers |
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Revision as of 16:01, 25 November 2014
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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.
Significance
"You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night." - David Ogilvy
The Big Idea can do many things:[6]
- Change pop-culture
- Transform a language
- Start a business
The management of Big Ideas is more important now than ever before, because the market is flooded with idea creators, media coverage is constantly increasing and the number of professionals able to deal with idea assessment is scarce.[7]
Creation
The creation of a Big Idea can be described through two main approaches:
1.Spontaneous - not forcing yourself into anything, allowing the Idea to form naturally from the marketing challenge you have before you. As advised by George Lois:
- Start out blank, with an open mind, make no assumptions
- Forget the trends and traditions surrounding you
- Do not concentrate on creating the Big Idea, "you snare it from the air as it floats around you"[8]
2.Through research - collect valuable information from consumers by the using qualitative and quantitative research. Steps:
- Create list of ideas
- Collect data from consumers
- Assess the list, considering the information gathered[1]
Characteristics
What makes a Big Idea:[1]
- It creates an emotional connection with the public
- It is distinct, re-imagining the way we think, act or feel
- It has value as a topic for discussion, due to being resonant and meaningful
- It pierces through any cultural and ethnical borders, connects with people at a deeper level
- It is universal, can be communicated across all media platforms
References
- ^ a b c Big Ideas: Research can make a big difference
- ^ Ogilvy, David (March 12, 1985). Ogilvy on Advertising (1st Vintage Books ed edition ed.). Vintage. ISBN 978-0394729039.
{{cite book}}:|edition=has extra text (help) - ^ Lois, George (September 1, 1991). WHAT'S THE BIG IDEA? (1st edition ed.). Doubleday Business. ISBN 978-0385414869.
{{cite book}}:|edition=has extra text (help) - ^ 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.
- ^ The Big Idea Wanted Dead or Alive
- ^ What's The Big Idea? - Review
- ^ The Big Idea