BIG IDEAS
We are exposed to a stream of never-ending visual noise with over 5,000 advertising messages per day across, social, radio, outdoor and more. This means that standing out, let alone resonating, in the minds of consumers is a BIG call.
This isn't to say that there aren't great brands with a unique proposition and big ideas that disrupt the market and resonate with their audience, but they are quickly mimicked, often by private labels trying to create market opportunities by echoing equities that others have built and established. Once this happens, the law of diminishing returns kicks in and we quickly see the haze of category norms that turns into background noise. What was once a unique identity morphs into mixed communications and a sea of messages.
What brands need to do is own one BIG thing and stick with it! Here's why:
Big ideas are exciting
Shoppers are drawn to the latest, the newest and what's most exciting in the market now. This means it's crucial to launch with something that's never been said or done; or find your brand's unique way of saying something familiar in a new and refreshing way.
Big ideas stand out
If your brand idea is focused around category relevance – for example, using a square tin in a world of the same ol' canned fruit category - this delivers at a profound level, communicating instant alignment with the shoppers while displaying uniqueness, innovation or novelty. Humans are wired to focus on the novel. We are programmed to habitually and automatically ignore the familiar and direct our interest to newness and originality as we go about our everyday routines. This is why a pedestrian on the street or even a new billboard along your commute will capture attention without conscious thought. Brand marketers considering big ideas should always be on the lookout for ways to harness this powerful universal truth.
Ever driven a supercar with nothing but a mobile phone network to see? See our ad here!
Big ideas are memorable
Think of some of the world's top brands and the impact they have made by being brave enough to go big. By owning something in a truly bold manner. Check out how we turned a poor perception of Vodafone network coverage on its head here.
At its core - big ideas build brands. Ones that are more resilient and not as easily replicated, that can work across any touchpoint or just in conversation. Difference helps prevent substitution, reducing competitors threats, helps maintain higher pricing and allows investment in becoming a category leader.
If you’d like to learn more give us a BIG shout here!