Presented 2/27/14 to Boston American Marketing Association sold out crowd. See how to define your brand's Big Idea. Hint: It's starts with asking WHY.

1. Michelle A. Heath
Founder & CEO
Growth Street Marketing
@michelleheath @growthstreet
#amab
www.growthstreetmarketing.com
www.michelleaheath.com
Where’s the beef?
Defining your
brand’s big idea.

2. Where’s the beef?
www.growthstreetmarketing.com

3. Is your brand bun or beef?
Bun
Fluffy
Squishy
Gets soggy fast
No nutritional value
Stale
Unmemorable
www.growthstreetmarketing.com
Beef
Juicy
Addictive
Memorable
Emotional
Friend-worthy
Loveable

4. The beef: Your brand’s Big Idea
What is the Big Idea?
• Defines your company at its heart and sole
• Clearly and simply differentiates your brand
• Sets you apart from the competition
• Connects you with your customers
• Delivers value and conveys emotion
• Is the core of your brand position
www.growthstreetmarketing.com

5. How to define your brand’s big idea
It starts with WHY…
1. Why would a customer buy your product?
2. What value does your product deliver to your
customer?
3. Why is your product different than other similar
products on the market?
4. Why is your product valuable in your market?
5. Why do your customers love your
product?(What else do they want it to do?)
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6. AND NOW…A FEW EXAMPLES OF
THE GOOD.
THE MEH.
THE NEEDS HELP.
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7. Yesware
“Improve sales performance.” Clear, simple, easy to
understand. Focused on delivering value. Love it.
www.growthstreetmarketing.com

8. Wayfair
www.growthstreetmarketing.com
Wayfair clearly articulates their value to customers: To make Wayfair
your favorite place online to buy anything for your home. Love how they
use human speak and create an emotional connection. Homepage could
leverage this value and position more.

9. Ovuline
Ovuline uses data to help couples conceive faster and have
healthy pregnancies.” Love the simplicity but data sounds
sterile and non-human. Focus on the customer value
first…even if it’s your core IP. Avoid buzzwords.
www.growthstreetmarketing.com

10. Cloudera
“Ask Bigger Questions. The Cloudera Enterprise Data Hub has arrived.”
What value is there in me asking bigger questions or having an
enterprise data hub? Buzzwords might be key to funding but don’t
translate to customers. Differentiation is key to your Big Idea, big data.
www.growthstreetmarketing.com

11. The How
How do you put your Big Idea into action?
• Messaging
– Consistency is key
– Messaging consistency across channels makes your Big Idea even bigger
– Use every opportunity in your marketing to reinforce your Big Idea
– Programs and campaigns roll-up to the Big Idea messaging
– Create messaging hierarchy/brand bible for company, agencies, vendors
• Reinforce your Big Idea across channels
– Social Media
– Email
– Website
– App/Mobile
– Call Center
– In-store
– Print www.growthstreetmarketing.com

12. Bring on the beef
• Focus on defining your brand’s Big Idea
– Start by asking WHY
– Articulate your differentiation
– Communicate your brand’s value to the customer
– Make an emotional connection
– Avoid buzzwords and talk to humans like humans
– Keep it simple
www.growthstreetmarketing.com

13. Need help with your Big Idea?
Michelle A. Heath
Founder & CEO
Growth Street Marketing
www.growthstreetmarketing.com
www.michelleaheath.com
Connect with me:
michelle@growthstreetmarketing.com
@michelleheath
@growthstreet
linkedin.com/in/michelleheath
www.growthstreetmarketing.com