The USP should distinguish the brand from its competitors. It should be concise and easy to perceive. Thus, the Lenta retail chain chose the slogan “Prices that please” as its Big Idea. This message emphasizes Clearly formulate the main the availability of goods, which is easily perceived by the audience in any context.
Back in 1997, Apple introduced the slogan Think Different. With its help, the brand sought to stand out from its main competitor, IBM, whose slogan was “Think!” Apple’s tagline emphasized modernity and creativity as the company’s main value.
Creating an emotional connectionClearly formulate the main
A Big Idea should evoke an emotional response in the target audience. Emotions play a key role in making a purchase decision. An example is the Dove campaign with its focus on the idea of body acceptance Real Beauty. According to the brand, the well-formulated concept inspired more than 100 million people to accept their natural beauty, and the brand estimated the company’s success at 6 billion euros.
Consistency and consistency
It is important to maintain consistency in the use of Big Idea across all kiribati business email list communication channels. This will help strengthen the brand position and increase its recognition. An example is Coca-Cola, which consistently uses bright colors and fonts in advertising, creating a visual identity.
The CRAFT Method for Creating a Big IdeaClearly formulate the main
This method consists of five steps.
Clarity. Clearly formulate the main message that will be example of successful email marketing understood by the target audience. The idea should be simple, concise and easy to understand.
Relevance . A Big Idea should solve current problems or answer important questions from consumers.
Authenticity: The idea must be sincere and reflect the true values of the brand to create trust and connection with the audience.
Focus. Don’t waste your energy on multiple messages, focus on one powerful, clear message that will be remembered.
Timelessness (Eternity) . A Big Idea must be durable and adaptable to remain relevant despite changes in trends.
Measuring successClearly formulate the main
It is necessary to establish metrics to evaluate the success cmo email list of the Big Idea. These can be engagement, sales, or brand awareness indicators. For example, Starbucks uses customer data analysis to measure the effectiveness of promotions and adjust strategies. And Pepsi adapts advertising campaigns depending on the reactions of focus groups.