The Red Papers: What's The big ideaLTM? Colin ... - Ogilvy & Mather

Recommendations

Info

What’s The big ideaL? But idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profi ts are supported by sustainable idealism. Brand owners should not have to choose between idealism and profi t, and profi ts based on a degree of idealism are more likely to be strong and sustainable over time. Business has become more fl uid and transparent since the Internet liberated information and lubricated communication. It’s easier than ever for people to decide whether they approve of businesses and institutions and to share those feelings with other interested parties. Audiences cannot be neatly segmented and isolated, with this one knowing that and that one knowing this. For companies with appealing philosophies and beliefs, this creates great opportunity. Those with something to hide see this as a threat. The diff erences between good and bad companies are thrown into relief for all to see, even if what constitutes “good” and “bad” diff ers depending on your point of view. 11
What’s The big ideaL? The Red Papers: Consumers demand greater awareness of environmental and social issues, and businesses have had to replace the “profi t at any cost” mentality with a means for earning responsibly. Businesses can no longer escape the consequences of the behavior of their supply chains, and they are more likely than ever to collaborate with other businesses. No matter what the arena, businesses want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. In fact, we are seeing the opposite: there are many signs that consumers are looking for a new substance behind business. Several writers on business and marketing have emphasized the value of a powerful, attractive goal. John Kay’s article, and now book, on “Obliquity” makes the point that “the most profi table companies are not the most profi t-oriented.” 2 Aiming at a diff erent (and higher) goal produces better returns for stockholders, assuming a sensible alignment between those higher goals and commercial realities. Consider this in human terms: fewer talented people nowadays want to work for a company that has the sole aim of making as much money as it possibly can. Most of the best people — particularly the workforce of the future — want something more, and they want to work for the companies that can provide that. 12
Page 1 and 2: What’s TM The big ideaL ? Colin M
Page 3 and 4: 4 6 8 10 16 18 20 24 29 30 32 34 36
Page 5: The Red Papers: What’s The big id
Page 8 and 9: What’s The big ideaL? bring that
Page 10 and 11: What’s The big ideaL? 9
Page 14 and 15: What’s The big ideaL? Having bett
Page 18 and 19: What’s The big ideaL? There is a
Page 20 and 21: When a “parent” brand’s meani
Page 22 and 23: What’s The big ideaL? against the
Page 24 and 25: These cultural tensions must be glo
Page 26 and 27: What’s The big ideaL? Emotional c
Page 30 and 31: Developing a big ideaL What’s The
Page 32 and 33: What’s The big ideaL? For Scrabbl
Page 34 and 35: What’s The big ideaL? Nonetheless
Page 36 and 37: What’s The big ideaL? To use a ph
Page 38 and 39: Preparation It may sound schoolmast
Page 40 and 41: What’s The big ideaL? Shangri-La
Page 42 and 43: What’s The big ideaL? and emotion
Page 44 and 45: What’s The big ideaL? • A defi
Page 46 and 47: It’s a pretty messy time for glob
Page 48 and 49: But it can be hard to project authe
Page 50 and 51: • • • • The best big ideaLs
Page 52 and 53: 1. Random House Unabridged Dictiona
Page 54 and 55: John Shaw Joint Worldwide Planning
Page 56: Colophon Writers Colin Mitchell & J

The Red Papers: What's The big ideaLTM? Colin ... - Ogilvy & Mather

Create successful ePaper yourself

Delete template?

Save as template?