Why is the "big idea" easier to illustrate than define? Explain the importance of big idea in advertising strategy

Question

What will be an ideal response?

Answer 1

The Big Idea is easier to illustrate than define, and easier to illustrate by what it is not than by what it is. It is not a "position." It is not an "execution" or a slogan. The Big Idea is the bridge between an advertising strategy, temporal and worldly, and an image, powerful and lasting. The theory of the Big Idea assumes that average consumers are at best bored and more likely irrational when it comes to deciding what to buy. Some of the world's most memorable advertising campaigns have achieved success because they originated from an idea that was so big that the campaign offered opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have legs because it can be used for long periods of time. The print campaign for Absolut Vodka is a perfect example: Over the course of two decades, Absolut's agency created hundreds of two-word puns on the brand name linked with various pictorial renderings of the distinctive bottle shape. Other campaigns based on big ideas include Nike ("Just do it") and MasterCard ("There are some things in life money can't buy"). In 2003, McDonald's executives launched a search for an idea big enough to be used in multiple country markets even as the company faced disapproval in some countries from consumers who linked it to unpopular U.S. government policies.