Big ideas are a springboard for responsible creative work( thinking, designing, naming) and a litmus test for measuring success.
The simplicity of language is deceptive because the process of getting there is difficult.
It requires extensive dialogue, patience and the courage to say less.
A skilled facilitator, experienced in building consensus, is usually needed to ask the right questions and to achieve closure. The result of this work is a critical component in the realization of a compelling brand strategy and a differentiated brand identity.
A BRAND BECOMES STRONGER WHEN YOU NARROW THE FOCUS
The Essence of brand promise is a heart of strategy in commitment to delight guests by consistently delivering the right combination of innovation, design, and value in merchandising, in marketing, and in stores.
A big idea functions as an organizational totem pole around which strategy, behavior, actions and communications are aligned.
Consider some examples of brands that have become stronger as a result of narrowing the focus.
Apple
Think different
eBay
The world's online marker place
VOLVO
Safety
Unilever
Adding vitality to life
Coca-Cola
Happiness in a bottle
Disney
Make people happy
FedEx
The world on time
The above mentioned brands have become stronger because they have given more than the usual attention to the big idea pyramid.
UNDERSTANDING>> CLARIFYING>> POSITIONING>> BRAND ESSENCE>> BIG IDEA.
UNDERSTANDING
What to understand?
Vision, Values, Mission, Value proposition, Culture, Target market, Segments, Stakeholders perceptions, Services, Products, Infrastructure, Marketing strategy, Competition, Trends, Pricing, Distribution, Research, Environment, Economics, Sociopolitics, Strengths/weaknesses, Opportunities, Theats.
CLARIFYING
What must be clearified?
Competitive advantage, Brand strategy, Brand attrubutes, Core values.
POSITIONING
What? How? Who? Why?
Differentiation, Value proposition, Business Category.
BRAND ESSENCE
Where to narrow focus?
Key messages, Voice and tone, Unifying concept, Central idea.
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