Big Idea (marketing)
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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.
Creation
The creation of a Big Idea can be described through two main approaches:
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"[6]
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
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:[7]
- Change pop-culture
- Transform a language
- Start a business
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
- ^ http://edwardboches.com/the-big-idea-wanted-dead-or-alive-2