Page 140 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes

Caselet What's a Big Idea?

– by Shunu Sen

IRST, we must define the words 'a big idea' as used by marketing and advertising
people. The important thing to remember is that the big idea in advertising is an
Fassociation with the brand; but is not the brand benefit.
I would define a big idea as being a distinctive expression or a creative device which is
uniquely associated with the brand and the brand promise.
The big idea is normally associated with a product or a range of products that are strong
brands. A strong brand is a brand which delivers unique, relevant and motivating
consumer benefits.

The brand benefit is then supported by a big idea that satisfies (usually) an emotional
benefit.

This is important that the big idea should do so, almost by definition. Hence, to complete
my earlier definition, I would say that a strong brand is a brand which delivers consistently
and over a period of time unique, relevant and motivating functional benefits. Moreover,
the brand is often supported by a strong emotional benefit, which is anchored to the brand
by the big idea.
Let me give some examples of successful brands, which have had big ideas. (As, almost by
definition, unsuccessful brands cannot have a big idea).
My first example would be a visual device supported by a unique music track. The brand
is Liril and the big idea is 'the girl in the waterfall' and the unique sound track. The Liril
big idea has been a part of the Liril advertising which for nearly 25 years catapulted the
brand into a leadership position in the premium toilet soap market.
Going further back in history, I believe the Maharaja in the Air India communication can
be considered a big idea; as indeed, the memorable phrase 'Made for each other; tobacco
and filter perfectly matched' which was the big idea behind the Wills filter cigarette
brand.
The big idea could be in the product itself; for example Polo, 'the mint with a hole' is a big
idea, which differentiates the brand while supporting the key functional benefit of mouth
freshness in the mint category.

Brand ambassadors are usually spokespersons for the brand. But the association between
Zakir Hussain and Taj Mahal tea supports the quality claim of the brand exceedingly well.
In my book, this association between brand and a well-known personality is a big idea;
not just by itself but in the manner in which the brand advertising has developed the
association between the personality and the product.
Another such example, which is, in my view, a big idea is the association between NIIT
and Vishwanathan Anand.

Contd...

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