A clearly formulated Big Idea of ​​a brand saves marketers’  How to Develop a  resources, allowing them to create “fly-by” videos on YouTube, posts on VKontakte and blogs, and generally makes advertising memorable for the target audience. Let’s look at the main methods of creating a “big idea”.

What is Big IdeaHow to Develop a

The Big Idea is the central concept that defines the brand’s strategy and guides its marketing efforts. It is a unique message expressed in one or more phrases. The Big Idea should reflect the essence of the brand and clearly convey its concept to the audience. For example, Volkswagen’s slogan, Das Auto, emphasizes that their car is primarily a means of transportation aimed at a practical buyer, and not at those who only want to confirm their status.

What is Big Idea for? How to Develop a

Attracts the audience  – identifies customer pain points and reflects them in communications.

Increases loyalty – by reflecting the company’s values, Big Idea helps build trust and affection among the target audience.

Distinguishes the company  – helps the brand become visible and conveys its message through different channels.

Builds a strategy – a correctly formulated Big Idea helps to build a unique and consistent brand strategy.

Target audience research

To develop a Big Idea, it is necessary to conduct a study of the target audience. Analyze the characteristics of consumption and purchase of the product in different segments using the 5W method (What? Who? Why? When? Where?).

Additionally, you can ask the following questions:

• what sites and blogs does your target audience visit
• what content is she interested in

For a more detailed analysis, in-depth interviews are useful.

Defining a Unique Selling Proposition How to Develop a

The USP should distinguish the brand from its competitors. It should be concise and easy to perceive. Thus, the Lenta retail chain chose the slogan “Prices that please” as its Big Idea. This message emphasizes the availability of goods, which is easily perceived by the audience in any context.

Back in 1997, Apple introduced the slogan Think Different. With its help, the brand sought to stand out from its main competitor, IBM, whose slogan was “Think!” Apple’s tagline emphasized modernity and creativity as the company’s main value.

Creating an emotional connection

A Big Idea should evoke an emotional response in the target audience. Emotions play a key role in making a purchase decision. An example is the Dove campaign with its focus on the idea of ​​body acceptance Real Beauty. According to the brand, the well-formulated concept  inspired more than 100 million people to accept their natural beauty, and the brand estimated the company’s success at 6 billion euros.

Consistency and consistency

It is important to maintain consistency in the use of Big Idea new zealand business email list across all communication channels. This will help strengthen the brand position and increase its recognition. An example is Coca-Cola, which consistently uses bright colors and fonts in advertising, creating a visual identity.

The CRAFT Method for Creating a Big Idea

This method consists of five steps.

Clarity.  Clearly formulate the main message that will be the abbreviation stands for understood by the target audience. The idea should be simple, concise and easy to understand.

Relevance . A Big Idea should solve current problems or answer important questions from consumers.

Authenticity: The idea must be sincere and reflect the true values ​​of the brand to create trust and connection with the audience.

Focus. Don’t waste your energy on multiple messages, focus on one powerful, clear message that will be remembered.

Timelessness (Eternity) . A Big Idea must be durable and adaptable to remain relevant despite changes in trends.

Measuring success

It is necessary to establish metrics to evaluate the success of europe email the Big Idea. These can be engagement, sales, or brand awareness indicators. For example, Starbucks uses customer data analysis to measure the effectiveness of promotions and adjust strategies. And Pepsi adapts advertising campaigns depending on the reactions of focus groups.