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What’s The big ideaL™
?
2 Confidential to Ogilvy & Mather
“Many of the greatest brands are built
not just on ideas, but on ideals.”
Robyn Putter, ...
3 Confidential to Ogilvy & Mather
For example:
Coke believes the world would be a better place if we
saw the glass as half...
…believes life would be better if we
lived it as an exceptional journey.
American Express believes the world would
be a better place if more of the untapped
potential within it were set free.
9 Confidential to Ogilvy & Mather
Shangri-La believes the world would be a better place if
everyone treated each other lik...
10 Confidential to Ogilvy & Mather
Google believes the world would be a better place if the
information in it was better o...
11 Confidential to Ogilvy & Mather
An ideal is: ‘a conception of something in its perfection.’
12 Confidential to Ogilvy & Mather
In other words, a point of view how the world
(or some part of it) should be.
For a bra...
13 Confidential to Ogilvy & Mather
[Brand XXXX…..] believes the world* would
be a better place if…
* Or Mexico , China, Ne...
14 Confidential to Ogilvy & Mather
A simple phrase, but hard to get exactly right.
15 Confidential to Ogilvy & Mather
Because a successful ‘big ideaL’ should unite a variety
of connected but disparate grou...
16 Confidential to Ogilvy & Mather
Cultural
Tension
Brand’s
Best Self
The strongest big ideaLs tap into two things.
17 Confidential to Ogilvy & Mather
Louis Vuitton believes life would be better if
we lived it as an exceptional journey.
E...
18 Confidential to Ogilvy & Mather
Scrabble believes the world would be better
if we rediscovered the magic of words.
Turn...
19 Confidential to Ogilvy & Mather
But do they work?
20 Confidential to Ogilvy & Mather
“As reliable and sturdy as one of its own handbags, therefore, Vuitton is carrying
LVMH...
21 Confidential to Ogilvy & Mather
Brands with points of view have higher
consideration….
Source: Ogilvy/Added Value Resea...
22 Confidential to Ogilvy & Mather
Identify drivers
of POV
Map POV
drivers to
BrandZ
Correlate
BrandZ POV
drivers Voltage
...
Why Now?
24 Confidential to Ogilvy & Mather
“Authenticity now lies at the heart of every
CMO'S job. do everything in your power for...
25 Confidential to Ogilvy & Mather
But the communications environment is
complex and fluid.
26 Confidential to Ogilvy & Mather
A good big ideaL helps brands
to project their authenticity in a
complex communications...
27 Confidential to Ogilvy & Mather
big ideaL
Idea
Idea
Idea
Idea
Idea
IdeaIdea
Idea
Time
It does not have to feel monolith...
28 Confidential to Ogilvy & Mather
It’s not a magic formula for
every brand and every
situation.
(Thankfully, that doesn’t...
What's the big ideaL?
What's the big ideaL?
What's the big ideaL?
What's the big ideaL?
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What's the big ideaL?

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What's the big ideaL?

  1. 1. What’s The big ideaL™ ?
  2. 2. 2 Confidential to Ogilvy & Mather “Many of the greatest brands are built not just on ideas, but on ideals.” Robyn Putter, Cape Town, 2006.
  3. 3. 3 Confidential to Ogilvy & Mather For example: Coke believes the world would be a better place if we saw the glass as half full, not half empty.
  4. 4. …believes life would be better if we lived it as an exceptional journey.
  5. 5. American Express believes the world would be a better place if more of the untapped potential within it were set free.
  6. 6. 9 Confidential to Ogilvy & Mather Shangri-La believes the world would be a better place if everyone treated each other like family.
  7. 7. 10 Confidential to Ogilvy & Mather Google believes the world would be a better place if the information in it was better organized.
  8. 8. 11 Confidential to Ogilvy & Mather An ideal is: ‘a conception of something in its perfection.’
  9. 9. 12 Confidential to Ogilvy & Mather In other words, a point of view how the world (or some part of it) should be. For a brand, a powerful point of view can project leadership.
  10. 10. 13 Confidential to Ogilvy & Mather [Brand XXXX…..] believes the world* would be a better place if… * Or Mexico , China, New York etc. Often this ‘big ideaL’ can be captured in a short phrase…
  11. 11. 14 Confidential to Ogilvy & Mather A simple phrase, but hard to get exactly right.
  12. 12. 15 Confidential to Ogilvy & Mather Because a successful ‘big ideaL’ should unite a variety of connected but disparate groups: employees, stakeholders, business partners, consumers.
  13. 13. 16 Confidential to Ogilvy & Mather Cultural Tension Brand’s Best Self The strongest big ideaLs tap into two things.
  14. 14. 17 Confidential to Ogilvy & Mather Louis Vuitton believes life would be better if we lived it as an exceptional journey. Embodying the romance of travel in beautifully crafted luxurious goods. The pressures of mass travel have turned the once extra-ordinary into the ordinary. Cultural Tension Brand’s Best Self
  15. 15. 18 Confidential to Ogilvy & Mather Scrabble believes the world would be better if we rediscovered the magic of words. Turns words Into fun occasions with family and friends. Words are in great danger today – but vital to understanding and enjoying our world. Cultural Tension Brand’s Best Self
  16. 16. 19 Confidential to Ogilvy & Mather But do they work?
  17. 17. 20 Confidential to Ogilvy & Mather “As reliable and sturdy as one of its own handbags, therefore, Vuitton is carrying LVMH fairly comfortably through the recession. In the first half of 2009 the group’s revenues were about the same as a year before, though profits were 12% lower. two divisions – wine and spirits, and watches and jewellery – were the worst affected: their revenues each fell by 17% and their profits by 41% and 73% respectively (see chart 2). rapid de-stocking by retailers exacerbated the effect of falling demand. but the falls were offset by Vuitton, where revenue rose by a double-digit percentage, registering gains in every market. “it is incredible that in a downturn the consumer still buys so many Louis Vuitton bags, but she or he does,” says Melanie Flouquet, luxury-goods analyst at JPMorgan in Paris.” – The Economist, 17.9.09
  18. 18. 21 Confidential to Ogilvy & Mather Brands with points of view have higher consideration…. Source: Ogilvy/Added Value Research
  19. 19. 22 Confidential to Ogilvy & Mather Identify drivers of POV Map POV drivers to BrandZ Correlate BrandZ POV drivers Voltage Create POV index based on significant BrandZ POV drivers Correlate POV Index to Voltage 1 2 3 4 5 …and are pleasingly dynamic. Source: Millward Brown/WPP BrandZ
  20. 20. Why Now?
  21. 21. 24 Confidential to Ogilvy & Mather “Authenticity now lies at the heart of every CMO'S job. do everything in your power for your company, its brands and its offerings to be true to what you say they are.” (Source: “Authenticity: What Consumers Really Want,” Harvard Business School Press) “CEO’s feel that communicating their company’s values has become more complex at the exact time that it has become absolutely essential.” (Source: “The Authentic Enterprise,” Arthur Page Society)
  22. 22. 25 Confidential to Ogilvy & Mather But the communications environment is complex and fluid.
  23. 23. 26 Confidential to Ogilvy & Mather A good big ideaL helps brands to project their authenticity in a complex communications world.
  24. 24. 27 Confidential to Ogilvy & Mather big ideaL Idea Idea Idea Idea Idea IdeaIdea Idea Time It does not have to feel monolithic, but can be a platform for ideas of various shapes and sizes.
  25. 25. 28 Confidential to Ogilvy & Mather It’s not a magic formula for every brand and every situation. (Thankfully, that doesn’t exist.) But it can be a powerful platform for great ideas and a leadership approach…both inside and outside an organisation.

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