Brands with a strong brand idea seem more likely to be considered as the first or one of the first choices for purchase. This does not guarantee market share growth — but it does suggest that brands with strong brand ideas are well placed to grow in terms of consumer perception.
Big ideaL™ is Ogilvy’s global strategic tool to make brands bigger:
“The brands we most admire are built not just on big ideas, but on big ideaLs” said Robyn Putter, the previous leader of the Ogilvy & Mather Worldwide Creative Council. Robyn’s observation was that, vital as ideas are, great brands tend to be built on underpinning ideals that give guidance to all aspects of brand and company activity. They project a certain point of view on the world that engages people both within and beyond the organization, and they radiate the values and commitment needed to bring that ideal to fruition. They appear to be driven by something beyond simply the next set of figures.
The big ideaL can be best expressed in a short phrase that captures The Brand’s Best Self and The Cultural Tension, creating an inspiring purpose for the brand, shared with the society in which it operates: “(Brand/Company) ________ believes the world would be a better place if ___________.”
Mini case history: Make soap, sell self-esteem
Unilever and Ogilvy & Mather devised a big ideaL for Dove in 2003: “The world would be a better place if more women were allowed to feel good about themselves.” Feeling good about oneself may appear quite a modest objective, but the fashion and cosmetics industries sell with images of unattainable perfection. Women are torn. Research shows that 72% of women feel worse about themselves after reading fashion magazines, but they still come back for more. Dove’s “Campaign for Real Beauty” made the brand famous by taking on the cultural tension between women’s self-esteem and social stereotypes.