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1. Introduction
2. Preface
3. Behind a successful brand there's a big idea
4. What is a 'big idea'?
5. The Tesco example (1)
6. The Tesco ad
7. The Tesco example (2)
8. A simple test of a big idea
9. Product truth
10. Big ideas timeline - the 4 P's
11. Persil - washes whiter
12. The Persil ad
13. Product interrogation
14. Big ideas timeline - product truth
15. Consumer insight
16. A new approach to research
17. The Heineken ad
18. The Hamlet ad
19. Focus groups and co-creating research
20. Big ideas timeline - consumer insight
21. Company culture
22. Brand wars
23. Brand positioning: the battle for your mind
24. The soul of an organisation (1)
25. The Apple ad
26. The Nike ad
27. The soul of an organisation (2)
28. Big ideas timeline - company culture
29. Corporate ambition
30. Competing for the future
31. Creating the markets of tomorrow
32. The Sony Playstation ad
33. Big ideas timeline - corporate ambition
34. Big idea hunting
35. Today all four approaches are valid
36. 'Big ideas day'
37. Five tests of a big idea (1)
38. Five tests of a big idea (2)
39. Does the idea fit?
40. Five tests of a big idea (3)
41. Toyota Aygo launch manifesto
42. From big idea to creative idea
43. The need for a creative idea
44. Logic and magic
45. Two approaches to the creative idea
46. Campaign planning
47. Some data about the average person
48. Bringing ideas to life inside out
49. CHI communications planning tool
50. A new approach to measuring effectiveness
51. The power of participation (1)
52. Changing media landscape
53. The power of participation (2)
54. Drench - a youth-targeted water brand
55. The Drench ad

Topics Covered

• Creating the brand idea is the basis of all brand communication
• How that big idea is generated and integrated into a comprehensive and coherent programme of branded communication is a core area of brand management
• Where big ideas come from, and how to go hunting for them
• Five tests of a big idea
• How
• and why
• to get from a big idea to a creative idea
• The latest thinking on campaign planning and the power of consumer participation

Links

Series:

• Modern Brand Management

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 1, 2010