Big Ideal. Ogilvy’s Brand Platform Revisited.
On my way to explore the best of both worlds (traditional vs digital) I have - once again - come across Ogilvy's 'Big Ideals' concept. And I think it's a philosophy worth taking a look at, if you're a (non-Ogilvy) Planner. It is a planning platform defining an overarching aspirational thought. The objective is obvious - to provide consistency in brand positioning and tone by defining what a brand strives for. Basically in how it wants to make the world a better place. This is a meta objective which is pretty free for all concepts and ideas supporting the Big Ideal. And indeed it may be even a good planning platform to build upon in a more stressful, social, 24/7 marketing environment. Simply because it is free, even though it stages a clearly defined, hypothetical, final condition for a brand.
Thanks to Giles for the video link.
About the Author
Gerald The guy behind davaidavai.com. Gerald Hensel is a digital marketing guy with roughly 15 years of experience in creative and strategy development in the craziest of all industries. Gerald is currently living in Berlin. And if he is not blogging here he is most likely celebrating his sense for everything WTF, politics, running, cartoons or he might be reading a good old book possible. Contact him via twitter. And do also check out his other project PlanetWTF
Related Posts
Video. Honda’s “Centaur” Celebrates The Drivers Of Enduropale du Touquet. →
3 Types of Ideas. Reflecting The Blur Between Creative And Strategy. →
Organizations. The Social Media Listening Learning Curve. →