The ability of a brand's communications to break through the information noise created by other brands
Multichannel
The ability of an idea to flow into each promotion channel in a single image, style and tone of voice (website, social networks, banners, video advertising, applications)
Durability
A successful idea can cement a powerful image in the gansu cell phone number list consumer’s mind for many years (Coca-Cola – “it tastes better together”, Gillett – “there’s nothing better for a man!”, Yandex GO – “if nothing happens on the trip, it’s a safe trip”.
When a brand understands the consumer, motivates them to new achievements or evokes nostalgic emotions (for example, “A House in the Country”: grandma, summer, country house, nature, carefree childhood), then the consumer is ready to follow it.
But does everyone need this great idea? No.
Big Idea is not needed:
a brand that has occupied a new niche with no competition as yet;
a brand with a very narrow target audience of up to several thousand people;
a brand with an unstable, frequently changing product line.
If you are not one of these brands, then it is time to take matters into your own hands and turn to professionals for the development of Big Idea.