From: Rachel Patterson [firstname.lastname@example.org]
Sent: Tuesday, March 23, 2010 4:53 PM
Subject: REMINDER: Consulting Roundtable Mar 25 - What's the Big Idea?
Hope to see you this Thursday.
Please also check out and register for the upcoming Management Conference
April 29 Chicago Booth’s 58th Annual Management Conference; learn more and register at
Consulting Roundtable Mar 25 - What's the Big Idea?
When we are creating a business or brand, or re-launching a product or service, we know it needs to satisfy a market need,
but it also needs a descriptive message to capture the imagination of its customers and communicate it’s value proposition.
How do you tap into your product’s identity and come up with that “Big Idea”?
Come to this interactive, fun workshop to experience seizing that analysis and creativity and channeling it into creating a
compelling, get-noticed response to being new, being in a crowded marketplace, or a hypercompetitive industry.
Chicago Booth Consulting Roundtable
Thursday, 25 March 2010
Gleacher Center, Room 600
450 North Cityfront Plaza Drive
Chicago Illinois 60601
6:00 pm – 6:30 pm networking
6:30 pm – 8:00 pm presentation and Q&A
8:00 pm on cash bar at The Midway Club, Fifth Floor
Please share with other professionals you think may be interested
What’s The Big Idea?
Questions Rachel Patterson ‘03
That’s the question all good consultants ask their clients because it takes a clear, powerful Big Idea to create effective
advertising and marcom. Anything less, and clients risk wasting time, money and brand equity with confusing scattergun
Vince Vassolo has been creating Big Ideas for a wide variety of clients for over 40 years, both as an ad agency Creative
Director and corporate MarCom Director. He knows that effective branding starts with creating a Big Idea that customers can
quickly and easily wrap their minds around and act on. That’s why he created the Big Idea Blueprint decades ago.
Tonight’s assignment will be to create a Big Idea for a brand that’s in Big Trouble. No, not Tiger, but Toyota. We’ll do an
actual Big Idea Blueprint to come up with a credible, creative theme that can be used as the basis for the company’s
advertising and marcom. One that will help this once stellar brand win back customers.
So bring your creativity and be prepared to participate, because the best way to learn how to brainstorm and create Big Ideas
is to actually do it using a tool like Vim, Vigor & Vassolo’s “Big Idea Blueprint”.
Big Ideas are almost always expressed as a theme of no more than a dozen words, rather than lots of marketing platform
statements. After we’re done with the exercise, if time permits, we can talk about some of your Big Ideas, so bring some
For any questions contact Rachel Patterson at email@example.com or at cell 773-218-8270
VV&V (vvandv.com) is an advertising agency specializing in marketing to the Boomer Consumer. Vince Vassolo, it’s
founder, is an advertising and marcom veteran with a master’s and post-graduate professional certificate in clinical
gerontology. That unusual combination of experience, expertise and training have established him as a pioneer in the field of
Vince has decades of experience creating advertising and marketing communications on both the agency and client sides.
As a copywriter and creative director he’s worked at some of the world’s most demanding ad agencies, including Leo Burnett,
Y&R, McCann and Foote, Cone. He’s also served as director of marketing communications with companies like Verascape,
FansEdge and Rockwell International.
Drawing on decades of brainstorming and Big Idea-generating experience, Vince will take you on an exciting journey that will
challenge your creativity, broaden your perspective, and help you bring more imagination to your clients now, when they
need it most.
Mark Your Calendars
Consulting Roundtables are the 4th Thursday of each month
April 22 “Strategy in a Box” -- Abacus Leaders’ Gary Teuber and Tim Knaus present on a tool for affordable strategic
planning for small and medium size companies.
April 29 Chicago Booth’s 58th Annual Management Conference
Keynote panel “What does the future hold for finance?”
See the attachment and/or learn more and register at http://www.chicagobooth.edu/mc/2010/
To see select past presentations
http://www.chicagobooth.edu/alumni/roundtable/consulting check out links to events and news
Join our LinkedIn Group at
Subject: FW: UofC Consulting Roundtable-- Toyota Big Idea Blueprint
Attachments: VV&V-Email-Sig.png; ATT00031.htm; ToyotaBigIdeaBlueprint.pdf; ATT00034.htm
From: Michael Vassolo [mailto:firstname.lastname@example.org]
Sent: Thursday, April 01, 2010 10:31 AM
Subject: UofC Consulting Roundtable-- Toyota Big Idea Blueprint
Thank You for attending and making the night a lively discussion, we had a great time and hope you did as
As promised here is the Toyota Big Idea Blueprint that we all brainstormed. We have done our best to
incorporate all of the important points that you contributed and synthesized them into a tight marketing
A note of caution: Don’t mistake this marketing strategy for a creative execution- it’s not. This is the beginning
of the solution. What you have is the blueprint to help guide your creative executions. The next crucial step is
turning this into a unique, dramatic selling proposition that will motivate consumers. That’s where the real
For those of you that want to use this tool we would love to continue the conversation, so feel free to contact
us with any questions, big or small.
Vince, Michael & Liz