The Big Idea Strikes Back

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The Big Idea Strikes Back
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Thereve never been more communication channels
available. but its never been harder to
connect with consumers
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Were becoming obsessed with the how and we
are forgetting the value of the what
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Consumers have taken control
Viewing Listening Reading Passing
Absorbing
Passively
Using Trialing Experiencing Playing
Actively
Engaging
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By not focusing enough on the WHAT, we have
allowed our consumers to view what we do as
pollution.
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• People hate advertising in general but love
  advertising in particular
• Mark Goldstein, CMO BBDO

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How did this happen?
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Media became more fragmented and diverse.
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At some point ROI came to mean Removal Of
Imagination.
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We still operate by pushing messages at
our consumers rather than pulling them
toward great ideas.
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TV commercials lost to DVR zapping
Source 2003 Starcom 2004 ZenithOptimedia
2005 Magna Global USA 2008 Starcom U.K. 2009
Accenture 2010 Magna Global USA. Estimates
derived from analyses of proprietary research and
Nielsen Media Research estimates, except for
Starcom, which collaborated with TiVo on a 2003
DVR-subscriber study.
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Big Brand Idea
Cool ad
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A brilliant Creative Idea can explosively
turbo-charge digital media effectiveness
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A big brand idea is more important than ever
before
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• Communication that people want to
• SEEK OUT
• Not
• SCREEN OUT

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What is a big brand idea?

• Its an idea thats big enough to drive a brands
  behavior and language across all channels
• Its media agnostic- it can be executed across
  all consumer touch points- TV, Interactive,
  Customer Service Centers etc.
• It is Proprietary and Unique - It is based on a
  truth about the business and/or its core
  customer.
• It would sound disingenuous if any other brand
  said it.
• It is compelling enough to make more customers
  want to do more business with you more times.

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• BRINGING HUMANITY BACK TO TRAVEL

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This is Jet Blue
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4 tips from Jet Blue for building a big brand
idea
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1. SHUT UP AND LISTEN Start with the consumer. A
big brand idea cant be created in isolation of
the consumer
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2. IT HAS TO START AT THE TOP The big brand idea
has to be embraced by the CEO because it has to
drive all facets of the business
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3.EVERYONE IN THE COMPANY IS A MARKETER Everyone
in the business has to be accountable for
delivering the brand promise.
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4. DO AS YOU SAY Mass collaboration enabled
through technology and social networking, means
that you have to deliver on what you promise.
But a strong brand can insulate the business
when things go wrong.
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• I

Feb 14, 2007
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Media is becoming more complex but marketing is
not- focus on some basic principles.

• Start with finding the unique role your brand
  plays in your customers lives.
• New Media is very important, but dont let it
  become the shiny object
• Be rigorous and relentless in driving the idea
  into every single thing you do.
• Try zagging when everyone else is zigging. Run
  your own race, know what your competitors are
  doing but dont be afraid to be different.

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Thank you.