Published on März 30th, 2010 | by Gerald0
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.