Classification of the “Big” Idea
(stub)
David Ogilvy defined the concept of “Big idea” in his writings about advertising.
In the years, the concept has been stretched, extended and discussed
and at present it bears also a “media neutral” connotation (an idea which works on integrated media is often referred to as “big idea”)
Assumed that, even if I don’t like using definitions based upon others’ inventions and then popularized, and thus banalized and even misunderstood, if I decide to call it anyway else, and I won’t reach the fame of Mr. Ogilvy in 10 lives, then nobody would get the sense, so I will talk about it referring to it as the…: “Big Idea”.
Since it can be useful as a tool to check out if we are generating big ideas, I present here a form of classification. The scope of my work is within the communication and advertising field, extended to market.
Type of Big Ideas
- Product
A product innovation or character which supports with itself the attention getting, long life and effectiveness of communication (two digital age marketing examples: iPod; Google) - Marketing
A marketing move or action which helps the product to gain the characteristics of above (two music marketing examples: Colonel Tom Parker’s idea of broadcasting Elvis Presley on national television; Brian Epstein ordering ten thousand copies of the Beatles’ “Love Me Do” in order to land it on the British charts) - Communication
(Our topic) A communication idea which is memorable, long-lasting, effective (in terms of marketing objectives), original (2 examples: Energizer bunny, Nike’s “Just Do It”)
Sub-types:
- Concept
A strong concept behind a series of campaigns (Marlboro Man / Country) - Message
A powerful message which conveys the whole sense of the message (“Think Different”) - Execution
A distinctive execution that is more powerful and iconic than the message itself (MTV Idents) - Channel
A strong communication campaign which bases its success upon the use of a (or a group of) communication channel(s) (OfficeMax’s “ElfYourself”)
Further reading:
http://presentationcoach.typepad.com/presentation_coach/2005/02/whats_the_big_i.html
http://www.popmatters.com/books/reviews/h/how-brands-become-icons.shtml
http://anaandjelic.typepad.com/i_love_marketing/2009/06/the-end-of-the-big-idea.html
