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

What’s The big ideaL?
Emotional connection with a brand improves its chances of making
a cultural impact. In a world where what is said about brands comes
under the control of the world at large rather than brand owners,
cultural impact increases the effi ciency of marketing spend. After all, it
gives people a reason to think about a brand when they would probably
rather think about basketball or desserts.
The big ideaL also pays dividends in the practical business of producing
marketing communications as well as other brand-building and salesbuilding
initiatives. Brand owners and their agencies need to get the
best, most consistent work out of people with varying marketing skills
across multiple organizations. If individuals are directed too tightly
or insensitively, they will not provide their most inspired thinking, but
if an organization has no direction, its brand will appear fragmented
to consumers. In the simpler marketing communications environment
of the past, advertising ideas were taken down into diff erent channels.
Nowadays that phrase feels patronizing, is very vulnerable to the ‘Not
Invented Here’ syndrome, and ignores the distinct needs of interactive
marketing channels. Even if a useful brand communications direction
begins with a great advertising idea, it still needs to be shared with the
extended marketing team as a brand concept, not an advertising one.
And, as Nike has demonstrated with LiveStrong, a powerful brand
direction may emerge from other places.
“ If individuals are directed too tightly or
insensitively, they will not provide their
most inspired thinking, but if an organization
has no direction, its brand will appear
fragmented to consumers.”
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