What's The Big Idea?

In the age of information overload and competition for attention, brands must adopt customer-focused marketing strategies to remain relevant & successful.

So, the question lingers...

How Can You Stand Out As A Brand In Your Market?

By creating "big ideas" wrapped in messages tailored to the specific needs & desires of your target market...

This forges a more memorable and engaging experience for your customers.

For Coca-cola, the " taste the feeling" campaign was the big idea that connected the joy that comes from drinking coca cola to the feeling of happiness.

For Airbnb, the "Belong Anywhere" campaign paraded the idea of an authentic travel experience and connection with the local communities.

For IBM, the "Think" campaign emphasized the company's focus on innovation and problem-solving, encouraging consumers to think creatively and push the limits of what is possible.

All these brands experienced tremendous success in their market...

Because they were able to create compelling narratives (big ideas) that resonated with their audience.

A "big idea" can be birthed through a subtle one-word phrase or a massive ten-word phrase.

Does it matter how long the words are??

Not really.

It all boils down to how well it connects with your audience.

But keep in mind that big ideas are usually simple ones.

Now putting together a big idea isn't just about composing a phrase that sounds smart or cute.

A big idea should be built around the unique solution that your product/service provides.

?It is meant to showcase a brand's values merged with a vision or mission that sets it apart from its competitors.

How do you create a "big idea"?

Now, reinventing the wheel is not a necessity in the conception of a "big idea"

Brands should instead look inward ( forgive the philosophical cliche) to what makes them unique...

And dig into the benefits and appeal of their product/services to their target audience.

To put it simply in the following questions...

? What does your product do (biggest benefit)?

? What makes it different & better from the rest (a unique mechanism)?

Now, your product might not be 100% original, but that's fine.

The bottom line is that you design a message that your audience can resonate with on an emotional level.

A message that sparks a sense of belonging, humor, happiness, motivation, etc among your audience.

And, ultimately build stronger relationships with your audience, and foster brand loyalty...

And of course, drive in more sales of your product/service.

Running a campaign for your brand without a "big idea" is a marketing sin.

Every brand should have one.

It is vital to your brand to stand out head-high in the midst of competitors scrambling for the top.

I'll leave you with this quote from Naval:

"Escape competition through authenticity."

What's your big idea?

Stay ahead of the curve,

Akeem.