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.
Contents
The term "Big Idea" has been used in the works of marketing gurus David Ogilvy and George Lois, and in a book 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:
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.
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 are facing. As advised by George Lois:
Research
Collect valuable information from consumers by the using qualitative and quantitative research. Steps:
Characteristics
What makes a Big Idea: