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BUSCD 2: What is a big idea?

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edward boches
edward boches

This document discusses various marketing strategies including campaigns, digital assets, and big ideas. It provides examples of each type of strategy and assigns a task analyzing a brand's big idea. Specifically: 1) Campaigns are defined as traditional, short-term efforts to promote a product, while digital assets like platforms and apps can engage consumers long-term through participation and evolution over time. 2) Students are assigned to analyze a brand campaign rooted in a big idea, avoiding common examples, and assessing how the idea differentiates the brand and could extend beyond advertising. 3) Examples of big ideas that may be long-lasting are provided, like Patagonia's environmentalism and Olympus' focus on photography

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#BUSCD Session 2
What have we learned?
The new advertising: A new strain of marketing in which the brand, agency and consumer work together to reach a tangible, meaningful goal. As a decade of digital interaction gives way to social and collaborative initiatives, brands and marketers no longer need to rely exclusively on traditional, short-term campaigns as their default strategy in the battle for consumers’ hearts and minds.
Campaigns: Having evolved to suit the tightly defined media options of the past, a campaign is the end product of the creative process, done and finished when it goes out the door.
Digital Assets: (platforms, apps, programs, utility): Platforms and projects, on the other hand, live on. They rely on consumer participation. They are collaborative and communal, and evolve over time. They demand more time, attention and monitoring, as they are never finished, but they can leave a deeper, long-term impression.
Blogs: first time, platform, links, embeds, comments Assignment: challenging or easy; did you learn anything by doing
Stream: your favorite item not posted by you, why?
Standups: 150 out of 1000 grade points. Yikes. Evaluation criteria: choice of work; analysis of strategy, target, media and creative; presentation (materials); eloquence, eye contact, ability to captivate audience.
Assignment
What is a big idea?
Are there multiple kinds of big ideas? Ultimate Driving Machine / The Hire 15 seconds / Cavemen Just Do It / Nike +
1984 was a big idea that was an ad Think Different was a big idea that was a campaign The combination of technology and humanity is a big idea that goes forever.
BUSCD 2: What is a big idea?
Mercedes Gleitze was the first women to swim the English Channel in 1927.
Description Find any campaign that is rooted in a big idea. Stay away from Nike (Just Do It) or Coca Cola (Happiness) and find something not quite so omni-present. We will talk about ideas like Jet Blue (You Above All) and others next week, so this assignment precedes in-class discussion. Hint: Patagonia Common Thread. Olympus Pen Ready. Mont Blanc Beauty of a Second. Pick a campaign and analyze: What is the big idea? What is it supposed to accomplish? Is it a creative big idea. --awareness, memorable, competitive differentiation, focus, etc. Is it expressed in a tagline?  Or through brand behavior? Is it about the product, a customer promise, a fundamental belief? Does it differentiate the brand from others in the category? Does it (could it) extend beyond advertising to behavior, social media, apps and utilities? Do you believe it is enduring? In the pantheon of "big ideas" (Think Different, Pepsi Refresh, Ultimate Driving Machine, Shift ____, King of Beers, I Want My MTV, The future is now.) Given all the ways that consumers interact with the brand you have chosen -- apps, in-store, web, search, social -- where does it make the greatest contribution (where on the funnel?)
Stand ups: Team C, each person, 3--5 minutes, slides
#BUSCD special guest: Kelsey Hodgkin
BUSCD 2: What is a big idea?
Enduring Ideas
Heineken
BUSCD 2: What is a big idea?
BUSCD 2: What is a big idea?
Patagonia
BUSCD 2: What is a big idea?
Dulux
BUSCD 2: What is a big idea?
Olympus
BUSCD 2: What is a big idea?
BUSCD 2: What is a big idea?
BUSCD 2: What is a big idea?

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BUSCD 2: What is a big idea?

  • 2. What have we learned?
  • 3. The new advertising: A new strain of marketing in which the brand, agency and consumer work together to reach a tangible, meaningful goal. As a decade of digital interaction gives way to social and collaborative initiatives, brands and marketers no longer need to rely exclusively on traditional, short-term campaigns as their default strategy in the battle for consumers’ hearts and minds.
  • 4. Campaigns: Having evolved to suit the tightly defined media options of the past, a campaign is the end product of the creative process, done and finished when it goes out the door.
  • 5. Digital Assets: (platforms, apps, programs, utility): Platforms and projects, on the other hand, live on. They rely on consumer participation. They are collaborative and communal, and evolve over time. They demand more time, attention and monitoring, as they are never finished, but they can leave a deeper, long-term impression.
  • 6. Blogs: first time, platform, links, embeds, comments Assignment: challenging or easy; did you learn anything by doing
  • 7. Stream: your favorite item not posted by you, why?
  • 8. Standups: 150 out of 1000 grade points. Yikes. Evaluation criteria: choice of work; analysis of strategy, target, media and creative; presentation (materials); eloquence, eye contact, ability to captivate audience.
  • 10. What is a big idea?
  • 11. Are there multiple kinds of big ideas? Ultimate Driving Machine / The Hire 15 seconds / Cavemen Just Do It / Nike +
  • 12. 1984 was a big idea that was an ad Think Different was a big idea that was a campaign The combination of technology and humanity is a big idea that goes forever.
  • 14. Mercedes Gleitze was the first women to swim the English Channel in 1927.
  • 15. Description Find any campaign that is rooted in a big idea. Stay away from Nike (Just Do It) or Coca Cola (Happiness) and find something not quite so omni-present. We will talk about ideas like Jet Blue (You Above All) and others next week, so this assignment precedes in-class discussion. Hint: Patagonia Common Thread. Olympus Pen Ready. Mont Blanc Beauty of a Second. Pick a campaign and analyze: What is the big idea? What is it supposed to accomplish? Is it a creative big idea. --awareness, memorable, competitive differentiation, focus, etc. Is it expressed in a tagline?  Or through brand behavior? Is it about the product, a customer promise, a fundamental belief? Does it differentiate the brand from others in the category? Does it (could it) extend beyond advertising to behavior, social media, apps and utilities? Do you believe it is enduring? In the pantheon of "big ideas" (Think Different, Pepsi Refresh, Ultimate Driving Machine, Shift ____, King of Beers, I Want My MTV, The future is now.) Given all the ways that consumers interact with the brand you have chosen -- apps, in-store, web, search, social -- where does it make the greatest contribution (where on the funnel?)
  • 16. Stand ups: Team C, each person, 3--5 minutes, slides
  • 17. #BUSCD special guest: Kelsey Hodgkin
  • 25. Dulux