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

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What’s The big ideaL? Nonetheless, the study of trends is important in fi nding big ideaLs, because cultural tensions can result when two trends collide, or when a trend results in tensions and potential counter-reactions. Think, for example, of the tensions created in many men and women by shifting expectations of gender roles, or how trends in parental responsibility have caused massive dilemmas about acceptable degrees of tree-climbing and messing around on bikes. At the workshop itself, there will be heated and occasionally violent debate about what the most relevant cultural tension is and which new ones may emerge. Consequently, good preparation is the secret to good discussion — and personal safety — in the workshop. 33
Developing a big ideaL The Red Papers: Getting to the brand’s best self 34
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Page 20 and 21: When a “parent” brand’s meani
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Page 24 and 25: These cultural tensions must be glo
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Page 30 and 31: Developing a big ideaL What’s The
Page 32 and 33: What’s The big ideaL? For Scrabbl
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
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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

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