Big Ideal. Ogilvy’s Brand Platform Revisited.

It’s the conversation, stupid.

Posts Tagged ‘Big Ideal’

Big Ideal. Ogilvy’s Brand Platform Revisited.

März 30th, 2010 • Strategy
Tags: Agencies, Big Ideal, Cool, Ogilvy, Philosophy, Planning, Prediction, Presentation, Strategy, Tools, We like

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.

Davaidavai? What’s that?

Hi, I am Gerald Hensel and I am your host tonight.

Davaidavai is a blog about the stuff which drives my professional life. Digital ideas, social media, advertising in and beyond the 1s and 0s that seem to have taken control of pretty much everything… I work as Strategy Consultant for Blast Radius, Amsterdam. To check out what I do beyond davaidavai, simply follow this link. And don't forget to send me a message in case there is anything left to say.

The thoughts and opinions on this aite are my own, and not that of my employer.