Measurement and performance are king in a data-driven world. And nothing ought should alter that. The “great idea” is crucial now more than ever because of the increasingly fragmented nature of the communications landscape, which makes it more and more difficult for businesses to stand out from the crowd.
The big concept may unite a brand and serve as a guide for more effective storytelling and consumer involvement. And when successfully implemented, a big idea can assist a business in standing out from the competition, engaging customers, and fostering brand loyalty.
Performance media, artificial intelligence, and other data will therefore continue to be crucial in assisting brand marketing teams in demonstrating how they are generating outcomes, but they need also focus even more on the main idea. But what gives the great idea its strength and where does it come from? Here are five characteristics that will help your concept succeed.
- Cultural Connection
An entire 25% of a consumer’s buying choice is based on a brand’s cultural involvement, according to a 2019 Magna and Twitter study titled “The Impact of Culture.” Therefore, it’s perfect for any consumer brand if the big idea is related to culture. Consider the Major League Baseball Field of Dreams game or the way the Black Panther movie sparked discussions about Black culture and heroes.
Think about REI’s decision to close its doors on Black Friday in order to encourage customers to #OptOutside from a business perspective. Consumers are more inclined to relate to companies that are culturally relevant if you can inspire and engage them.
- Devoted To Doing Right
Although I’ve discovered that high-quality goods and services continue to be important factors in customer happiness, the importance of “doing good” as a brand cannot be overstated. 71% of American customers feel firms have a duty to value their employees, the environment, and the community as much as shareholder earnings, according to an IBM research (via The Chronicle of Philanthropy; registration required).
Consider strong consumer brands like Patagonia or Tom’s, whose merchandise is intimately linked to their dedication to improving the world, or Comcast CEO Brian Roberts and his wife’s $5 million donation to Philadelphia students to help bridge the digital divide during the epidemic.
3. True To The Brand
Of course, if you look at such brands, you can see that the big concept is effective and resonates with customers since it is based on brand purpose and is true to the businesses’ identities. According to a Gartner survey, 62% of consumers believe brands should only publicly support causes that align with their core beliefs, and 45% believe they should only speak out on matters that directly affect their operations, offerings, or customers.
- Based on Powerful Brand Messaging:
It should be simple to create powerful brand messaging or a brand narrative if the big idea is true to the brand. This does not represent standard corporate talking points or messaging regarding the company. Today’s brand message is built on effective storytelling, and it should help a business set itself apart from rivals.
Anyone who interacts with the brand or talks about it, including the CEO, a customer service agent, or a TikTok creator, should find it simple, inclusive, easy to comprehend, and accessible. Internal and external stakeholders should be involved in the creation of a compelling brand narrative, and organizations should enlist the help of their agencies, strategists, internal and external communicators, channel specialists, and creative voices from across the organization.
- Complete Integration
Marketers should weave the brand narrative throughout all channels once it has been developed and completely accepted within an organization in order to interact with customers at every touchpoint.
Consumers now spend seven hours per day on average consuming content (compared to three hours per day pre-pandemic), according to 2020 research brands are forced to feed that content machine meaningfully and sympathetically each and every day.
we’ve observed them moving away from pricey commercials and flawless productions and releasing more content that appeals to customers’ sense of reality and authenticity. In-house content studios allow brands and agencies to produce that content more rapidly and effectively while also accommodating the 24/7 pace of today’s content marketing. The use of influencers is another option.
Finding the big idea that will cut through the noise and totally engage customers shouldn’t terrify marketing teams. Take advantage of the chance that the big idea presents. Make a cultural or charitable connection.
The most crucial thing is to make it true to the brand, based on compelling message, and fully integrated across all platforms and above all don’t give up it’s like housework its NEVER DONE!
