You are commenting using your WordPress. You are commenting using your Twitter account. You are commenting using your Facebook account. Notify me of new comments via email. Notify me of new posts via email. Ever agency has a set of tools that are claimed to be unique but in most of the cases they are neither unique nor a secret. And as a good friend and planning colleague once said: During my time at Ogilvy , I came across many tools, that became part of my skillset.
The Big Ideal is not necessarily unique but is one of those practical thinking exercises that help to define the essence of a brand. I just found this video which reminded me of many great discussions that we had back then. And I am actually still working with it today. The concept was developed by the UK colleagues in and is still a nice example of smart planning thinking as it simplifies the actual brand planning process itself. This might also be called the brand essence.
But having an ideal binds the brand to one aspirational thought and clearly defines the attitude, the tone of voice and provides a plattform from which to inspire creative execution across multiple channels. The whole idea of the ideal was strongly driven by the Dove case, that can easily be described as one of the most successful international brand campaigns of the last decade. The discussion about corporate social responsibility and sustainability was also an important factor to rather talk about ideals than ideas.
Dove is also a good example to describe the simple structure of the Big Ideal. The fact that Dove has always been about natural beauty, was the platform for the strategic thought to add a relief function to the brand value and the springboard for the campaign for real beauty. Coke believes the world would be a better place if people saw the glass as half full, not half empty. More cases on the big ideal including a downloadable presentation on the topic can be found here.
As you can see their are more than just one possible big ideal from which to build the brand communication. The exact phrasing of a powerful big ideal is the tough part and the real challenge for a planner because a fool with a tool is still a fool.
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