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Printable Handouts
Navigable Slide Index
- Introduction
- Preface
- Behind a successful brand there's a big idea
- What is a 'big idea'?
- The Tesco example (1)
- The Tesco ad
- The Tesco example (2)
- A simple test of a big idea
- Product truth
- Big ideas timeline - the 4 P's
- Persil - washes whiter
- The Persil ad
- Product interrogation
- Big ideas timeline - product truth
- Consumer insight
- A new approach to research
- The Heineken ad
- The Hamlet ad
- Focus groups and co-creating research
- Big ideas timeline - consumer insight
- Company culture
- Brand wars
- Brand positioning: the battle for your mind
- The soul of an organisation (1)
- The Apple ad
- The Nike ad
- The soul of an organisation (2)
- Big ideas timeline - company culture
- Corporate ambition
- Competing for the future
- Creating the markets of tomorrow
- The Sony Playstation ad
- Big ideas timeline - corporate ambition
- Big idea hunting
- Today all four approaches are valid
- 'Big ideas day'
- Five tests of a big idea (1)
- Five tests of a big idea (2)
- Does the idea fit?
- Five tests of a big idea (3)
- Toyota Aygo launch manifesto
- From big idea to creative idea
- The need for a creative idea
- Logic and magic
- Two approaches to the creative idea
- Campaign planning
- Some data about the average person
- Bringing ideas to life inside out
- CHI communications planning tool
- A new approach to measuring effectiveness
- The power of participation (1)
- Changing media landscape
- The power of participation (2)
- Drench - a youth-targeted water brand
- 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
Talk Citation
Clemmow, S. (2010, April 1). Advertising, big ideas and the power of participation [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 11, 2024, from https://doi.org/10.69645/QDBZ4017.Export Citation (RIS)