(Note: This post originally appeared on Jack’s Garage)
Ahhh, the all-illusive Big Idea…hard to create and even harder to define. Essentially the big idea is the creative concept that is the very core of your campaign. It is the underpinning of every piece of content, every decision about where you campaign appears, Most importantly it creates the emotional connections with your audiences – B2B as well as B2C.
How do you recognize when you have landed “the big one?” Ask yourself the following questions:
- Does it create an emotional connection with your audience? That connection can be everything from humor to tears, empathy to joy but it needs to be authentic to the audience.
- Is it new and inventive? Have you seen it done before? Does it make you think, act or feel differently?
- Is it universal? Is it an idea that retains it’s power no matter where and by what means it is delivered?
- Does it have value to the audience? Does it entertain, inform, inspire or create opportunity in a way that has so much value to the audience that they will want to participate and share?
If you answer “no” to any of these questions, think again – you aren’t there yet. But that’s OK because big ideas aren’t magical thinking. They take time to nurture and grow; space to bloom. They take a true understanding of the audience and an insight that connects them with both culture and brand.