A clearly formulated Big Idea of a brand saves marketers’ resources, allowing them to create “fly-by” videos on YouTube, posts on VKontakte and blogs, and generally makes advertising memorable for The USP should distinguish the target audience. Let’s look at the main methods of creating a “big idea”.
What is Big IdeaThe USP should distinguish
The Big Idea is the central concept that defines the brand’s strategy and guides its marketing efforts. It is a unique message expressed in one or more phrases. The Big Idea should reflect the essence of the brand and clearly convey its concept to the audience. For example, Volkswagen’s slogan, Das Auto, emphasizes that their car is primarily a means of transportation aimed at a practical buyer, and not at those who only want to confirm their status.
What is Big Idea for?
Attracts the audience – identifies customer pain marshall islands business email list points and reflects them in communications.
Increases loyalty – by reflecting the company’s values, Big Idea helps build trust and affection among the target audience.
Distinguishes the company – helps the brand become visible and conveys its message through different channels.
Builds a strategy – a correctly formulated Big Idea helps to build a unique and consistent brand strategy.
Target audience researchThe USP should distinguish
To develop a Big Idea, it is necessary to conduct a study example of seasonal mailing – source:primor of the target audience. Analyze the characteristics of consumption and purchase of the product in different segments using the 5W method (What? Who? Why? When? Where?).
Additionally, you can ask the following questions:
- what sites and blogs does your target audience visit
- what content is she interested in
For a more detailed analysis, in-depth interviews are useful.
Defining a Unique Selling PropositionThe USP should distinguish
The USP should distinguish the brand from its competitors. cmo email list 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 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.