The Musings Of An Opinionated Sod [Help Me Grow!]

Thats a great little idea that could have a big effect, and also a perfect example of how you SHOULD use research.

iPod was a new answer to an old problem; a big big big idea answers a new question, or even one that hasnt been asked yet!

I agree with that for sure. The initial selling idea for iPod included programs and other data; and it evolved into a media only concept after launch.

iMac did nothing new, it just repackaged a tired product in shiny new clothing. Thats a simple idea that worked a treat though.

Andy and Fun, Rocking all over the world… *cough*

And he’d be right too 😉

Actually, I do agree with what you said, but it was still (well planned, well targeted, well strategized) shiny new clothing of sorts!

Rob

Thanks for the pointer

I think there are too many definitions of what a big idea is. For now, maybe let’s keep it in the area of does the idea have legs to travel long distance, a marathon idea, perhaps. You know brands have typically looked at stuff and said, “Ah! This one can be my brand promise for long”, ‘Good things come to those who wait’, ‘Real Men of Genius’, etc. Or execution ideas like Absolut, United Colours etc.

I read somewhere (Russell Davies?) that maybe brands need to have a character and not a rigid idea and have different manifestations of the same. Something like the ‘Velcro Strategy’ (God this is so full of jargon) that Nike has adopted. Where the character manifests itself in so many ways…

I don’t know if this is a good place to have a discussion on this one, if you mail me your id, maybe we can catch up in a chat room or something

Great, nah, big idea that BankAm one

Thanks

I think Brand Ideas are very important – the best ones are built from a fundamental ‘truism’ about the brand – the trouble is that in today’s ‘bottom-line is the bottom line’ corporate world, they are after cheap sales, not real consumer support.

I swear to God that if NIKE launched today – and there was no direct competition – their whole philosophy would not exist, it’d be some bland, overly-rational statement that was ‘relaunched’ every 12 months.

I agree with Russell – but it is important the different characters of the brand always reflect the central philosophy of the brand. [ie: Virgin and the fact they are the Robin Hood of Business, regardless of which category they operate in]

If I can help – or confuse you – anymore, please write to me at rob@cynical-world.com

The horrid thing about all this is that there is no definitive right or wrong answer – it is up to the individual and their philosophy. Mind you we should be glad for that otherwise we’d all have blandom as defined by the average Management Consultant.

Just read back my 2 last comments – what a pile of poo.

I am so sorry, it’s bloody late here [I’m in Sydney] so hopefully you can make sense out the rubbish I’ve written.

I know what I wanted to say, but it certainly hasn’t come out. Sleep is needed before I head to the World Cup I think!

Bless you.

Thats some touching humility there Andy!

I’ll pretend I have a clue what it was:

“Brilliant!”

I wonder when Rob will return the compliment!

Hahahaha!!!

That IS brilliant, target the fed up housewife who makes the bookings instead of the usual “male executive” targeting.

I wonder how many other ads/ideas have been successful through removing a service or benefit!

Wait till you hear what we did for Hummer – that was selling cars through reckless driving. And I’m not joking.

Are you my blog stalker? You write comments so bloody quickly. Very impressed.

Gotta go fly [again] so this is my last entry till Italy win the World Cup – so till then, have a great weekend.

PS: I like the Acclaim gimmick – remind me to tell you the Hummer idea. I can’t actually say it on this site as it is still to be rolled out on a grand scale and we’d be in breach of contract. Again.