Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
TWIST: Using HumanKind tools in my personal lifeHoward Laubscher
During our Friday morning chats called TWIST, we get to bring 10 minutes on any topic. I used our internal tools and approaches and applied them to my personal life. Doing thing allowed me to pressure test our approach into practical life and experience them first hand instead of for our clients.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
What's The big ideaL? by Colin Mitchell and John ShawNOEMÍ MEDINA
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies' resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
TWIST: Using HumanKind tools in my personal lifeHoward Laubscher
During our Friday morning chats called TWIST, we get to bring 10 minutes on any topic. I used our internal tools and approaches and applied them to my personal life. Doing thing allowed me to pressure test our approach into practical life and experience them first hand instead of for our clients.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
What's The big ideaL? by Colin Mitchell and John ShawNOEMÍ MEDINA
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies' resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.
The Spirit of Co-creation Whitepaper - Risk Managed Creativity For BusinessSense Worldwide
Our perspectives on the principles of how you bring your colleagues, your customers and yourself together, to make things better and make better things. It's all about asking the right questions of the right people in the right way.
DLYohn Brand-As-Business Perspectives from Jim Stengel's GROWDenise Yohn
excerpts from Jim Stengel's book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies, to show how to use your brand platform as a management tool to fuel, align, and guide every task you undertake.
The smartest people in innovation and intrapreneurship from companies like Phillip Morris, Gap, HP, Salesforce, Nike, Cisco Univision, and dozens of other companies assembled to talk about what real innovation at scale looks like. This ebook contains a few of our takeaways. For more information, contact us at innovation@gapingvoid.com
The 1st iteration of the Ethical Corporation magazine, published in December 2001. Some of the stories covered include;
** Del Monte Kenya Limited ignoring employees and local community welfare to their peril
** Focus on investment risks due to human rights violations in corporate supply chains
** The need for brands to engage employees on purpose
**A focus on what's driving the recently introduced FTSE4Good indice
The Ethical Corporation Magazine - December 2001Liam Dowd
The 1st iteration of the Ethical Corporation magazine, published in December 2001. Some of the stories covered include;
** Del Monte Kenya Limited ignoring employees and local community welfare to their peril
** Focus on investment risks due to human rights violations in corporate supply chains
** The need for brands to engage employees on purpose
**A focus on what's driving the recently introduced FTSE4Good indice
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
Brand Box 4 - What's The Big Idea? The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Eating the big fish modern enterpreneurship - arise robyArise Roby
IT IS NOT WITH BIG FISH EATING SMALL FISH if you watch clearly who cannot gallop in terms of Creativity and Change according business scenario are out of the race.
What brands must be doing right now to be among the world\'s most-loved brands in 2020. First attempt at a PowerPoint presentation, feedback welcome. To get the full effect, invite me in to present to you - I bring stories! MC
Drawing upon a six-year research project at the Stanford University Graduate School of Business, James C. Collins and Jerry I. Porras took eighteen truly exceptional and long-lasting companies and studied each in direct comparison to one of its top competitors. They examined the companies from their very beginnings to the present day -- as start-ups, as midsize companies, and as large corporations. Throughout, the authors asked: "What makes the truly exceptional companies different from the comparison companies and what were the common practices these enduringly great companies followed throughout their history?"
Filled with hundreds of specific examples and organized into a coherent framework of practical concepts that can be applied by managers and entrepreneurs at all levels, Built to Last provides a master blueprint for building organizations that will prosper long into the 21st century and beyond.
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Ogilvy
It’s not always fun or easy to understand an automating, fissuring, hyper-globalizing economy. It’s not always comfortable to consider that decades-old safe and sage advice (“Go to college!”) might become totally obsolete—if we don’t move quickly to curtail the privatization of our primary schools, and/or colleges fail to modernize their offerings.
However with great crisis comes great opportunity, and Millennials are well-equipped to handle the mammoth issues before them. They are, after all, the most educated, most connected generation in American history.
So why the emphasis on…unions? Well, we really need them, and Millennials happen to love them. But the automation era will require its own union, of sorts—what we’re calling a “union of humans.”
Point of View on Cambridge Analytica Scandal Ogilvy
Last week the Cambridge Analytica data scandal sparked a widespread privacy debate and put Facebook in the eye of a PR storm. Automatically this raises questions from an advertisers perspective. ‘Should we gear up for an audience decrease and reshu e budget?’ Not really. No advertiser data has been a ected and this is mainly an issue on user level, so Facebook already implemented actions to solidify the privacy of its users which is a bene t for advertisers too.
According to a Google Temasek study, e-Commerce sales are slated to hit US$88 billion in the next 8 years. The entry of Amazon and Alibaba in the Southeast Asian e-marketplace is further proof of the e-Commerce potential in this region. While this provides plenty of opportunities for businesses to grow – there’s also more competition than ever. Launching a successful e-Commerce venture takes more than connecting a valuable product or service with the right audience. This white paper outlines key principles and strategies to help you ride this wave and come out on top.
2018 Prognostications For The Year Of The DogOgilvy
For the year ahead – 2018 to some, and the Year of the Dog to others – we share our annual Political, Economic, and Business prognostications for China.
10 Pearls of Wisdom for Working With & Leading PeopleOgilvy
By David Levitt, Former Worldwide President of Learning & Development, recently retired from Ogilvy after 45 years.
This is an excerpt from his retirement speech.
For Goodness’ Sake: Satisfy the hunger for meaningful business Ogilvy
For Goodness Sake is about transforming businesses into “Purposeful Enterprises.” Business, being the most adaptable of human institutions, is already shifting to encompass the new priorities our global society is setting out, but a full change to purposeful enterprises—enterprises that exist for many interlocking reasons and strive for complex outcomes—will emerge only with great planning and thoughtfulness.
The Digital Social Contract
The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.
We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.
In Ogilvy & Mather's latest Red Paper, "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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What’s The big ideaL?
1. What’s
The big ideaL ?
TM
Colin Mitchell &
John Shaw
The Red Papers:
Ogilvy & Mather
2. What’s
The big ideaL ?
TM
Colin Mitchell &
John Shaw
The Red Papers:
Ogilvy & Mather
3. The Red Papers:
Contents
4 What’s The big ideaL?
6 Big ideas and big ideaLs
8 What is The big ideaL?
10 big ideaLs and business
16 big ideaLs work
18 The uses of The big ideaL
20 What makes a good big ideaL?
24 big ideaLs and marketing
29 Developing a
big ideaL
30 The big ideaL workshop
32 Finding cultural tensions
34 Getting to the brand’s best self
36 What makes a big ideaL workshop work?
38 The nitty-gritty
40 The nobility, or otherwise, of big ideaLs
42 Necessary additions to the The big ideaL
4. October 2010, No. 3
44 Conclusion
46 Postscript — the
Ogilvy big ideaL
48 Key takeaways
50 References
52 About the authors
54 Acknowledgements
7. The Red Papers:
What’s Big ideas and big ideaLs
The big ideaL?
Every now and again, someone important announces the death of
branding. Various reasons are given for it: increasingly sophisticated
consumers, media fragmentation, corporate greed, and so on. But
countless global brands are still alive and kicking, as are any number
of brands with smaller footprints. The pressures on branding are real
enough, but many brands are flourishing in spite of them. What do they
have in common? The clue might lie in an assertion we first heard in
2006, uttered by Robyn Putter, then the leader of the Ogilvy & Mather
Worldwide Creative Council, and now sadly with us only in spirit. “The
brands we most admire are built not just on big ideas, but on big ideaLs”
was what he said. Robyn’s observation was that, vital as ideas are, great
brands tend to be built on underpinning ideals that give guidance to
all aspects of brand and company activity. They project a certain point
of view on the world that engages people both within and beyond the
organization, and they radiate the values and commitment needed to
6
8. What’s The big ideaL?
bring that ideal to fruition. They appear to be driven by something
beyond simply the next set of figures. IBM aims to make the planet
smarter. If that’s not an ideal, then what is?
Literally, an ideal is “a conception of something in its perfection.”1
A “big ideaL” takes that ethically rooted notion of the ideal and extends
it into the world as it is lived, out of the realm of thought and into the
churn of commerce. It is the concise description of the ideal at the heart of
a brand or a company identity — its deeply held conviction on how the
world, or some particular part of it, should be. Brands and companies
with this crisp focus benefit not only in terms of communications, but
also internally and in all the many ways they interact with the world
around them. It is a “big ideaL” not a “brand ideal” because it has the
potential to affect the way whole organizations think and behave rather
than just the way their brands are marketed.
7
9. The Red Papers:
What’s What is The big ideaL?
The big ideaL?
The big ideaL is best expressed in a short phrase that captures the
company’s or brand’s point of view on the world, or on life, or on the
country in which it operates. Despite being short and memorable,
The big ideaL is not a tagline. It is a highly structured form that conveys
the ethos of the brand or company to people from different cultures and
to employees and consumers alike. It can be said in just seconds, but
doing the necessary thinking to get it absolutely right takes months. It is
simple, but not simplistic.
This structure is:
“(Brand/company) ________ believes the world
would be a better place if ___________.”
Try completing the sentence for brands you are familiar with, brands
that have momentum and a clear sense of identity. It might take a little
while, but chances are you can come up with something that feels
interesting, maybe even provocative, and quite specific to that brand.
Try completing it for poorly focused and directionless brands, and
you’ll struggle. If you just force-fit a functional product claim, it will feel self-
serving. The statement forces you to express some kind of higher purpose.
8
11. The Red Papers:
What’s big ideaLs and business
The big ideaL?
It’s easy to think of business and idealism as uneasy bedfellows,
particularly if you’ve ever been to the movies. From Citizen Kane to
Enron, through Wall Street and Erin Brockovich, business and idealism
have been presented as natural opposites. Yet the real history of business
is very different. Many great modern businesses and brands stem from
the ideals of their founders. In the 1890s William Hesketh Lever wrote
down his ideals for Sunlight Soap: “to make cleanliness commonplace;
to lessen work for women; to foster health and contribute to personal
attractiveness, that life may be more enjoyable and rewarding for the
people who use our products.” Thomas Watson Sr. of IBM promulgated
the slogan “world peace through world trade” and advocated “the
exchange not only of goods and services but of men and methods,
ideas and ideals.” Many Japanese companies have long placed societal
benefits at the center of their philosophies. And although a cynic could
perhaps put some degree of corporate idealism down to a desire to
make the accumulation of money seem more acceptable, even the most
hardened ones could not doubt the good intent behind, say, Bournville
Village, built by George Cadbury to “alleviate the evils of modern, more
cramped living conditions.” The history of business contains a great
deal of idealism, just as it contains large amounts of cynicism and greed.
“...the exchange not only of goods and services
but of men and methods, ideas and ideals.”
10
12. What’s The big ideaL?
But idealism and commercialism are not polar opposites. In fact, as
counterintuitive as it may seem, sustainable profits are supported by
sustainable idealism. Brand owners should not have to choose between
idealism and profit, and profits based on a degree of idealism are more
likely to be strong and sustainable over time.
Business has become more fluid and
transparent since the Internet liberated
information and lubricated communication.
It’s easier than ever for people to decide
whether they approve of businesses
and institutions and to share those feelings
with other interested parties. Audiences
cannot be neatly segmented and isolated,
with this one knowing that and that one
knowing this. For companies with appealing
philosophies and beliefs, this creates great
opportunity. Those with something to hide
see this as a threat.
The differences between good and bad companies are thrown into
relief for all to see, even if what constitutes “good” and “bad” differs
depending on your point of view.
11
13. The Red Papers:
What’s
The big ideaL?
Consumers demand greater awareness of environmental and social
issues, and businesses have had to replace the “profit at any cost”
mentality with a means for earning responsibly. Businesses can no longer
escape the consequences of the behavior of their supply chains, and
they are more likely than ever to collaborate with other businesses.
No matter what the arena, businesses want their objectives, and those of
their brands, to be attractive and easily defensible. While the economic
crisis has tested some companies’ resolve, the fundamental factors that
encourage them to espouse inspiring missions and defensible practices
are unlikely to wane. In fact, we are seeing the opposite: there are many
signs that consumers are looking for a new substance behind business.
Several writers on business and marketing have emphasized the value of a
powerful, attractive goal. John Kay’s article, and now book, on “Obliquity”
makes the point that “the most profitable companies are not the most
profit-oriented.”2 Aiming at a different (and higher) goal produces better
returns for stockholders, assuming a sensible alignment between those
higher goals and commercial realities. Consider this in human terms:
fewer talented people nowadays want to work for a company that has the
sole aim of making as much money as it possibly can. Most of the best
people — particularly the workforce of the future — want something more,
and they want to work for the companies that can provide that.
12
14. What’s The big ideaL?
Having better people gives companies a better chance of beating their
competitors and being financially successful over time. In a world where
employees are more than ever the public face of brands, both online
and offline, this is particularly important. There is also evidence that
people work more productively if they attach meaning to their work3.
Other writers to have documented the power of purpose in business
include Mark Earls4, Collins and Porras5, and Roy Spence6.
However, brands will not realize the power of their purpose without
an extremely practical tool to help companies with marketing and
communications issues as well as their overall direction. Many visions
sound good but fail to be acted on in practice, because they are too
complex or inhuman to be memorable or connect with people. As long
ago as 1999, the Cluetrain Manifesto observed (a little wishfully) that
“In just a few more years, the current homogenized ‘voice’ of business —
the sound of mission statements and brochures — will seem as contrived
and artificial as the language of the 18th century French court.”
The big ideaL is a practical and human way of connecting a company or
brand’s purpose with the real people who can make it come to life.
A strong big ideaL helps those who work in a company to feel good
about doing so, it gives stakeholders such as journalists and investors
a feeling of momentum and focus, it sets expectations for business
partners, and it gives consumers a reason to think, talk, and maybe
even get excited about a particular brand or company. A focused ideal
stands in stark contrast to a forgettable corporate goal that is of little
interest beyond the annual report. Nor is a big ideaL a set of inchoate
values that no one can easily remember and which are the same as everyone
else’s anyway. An ideal is a shared and easily articulated understanding of
what the company or brand believes in. Rather than being a piece of
aimless motivational garbage, a big ideaL expresses something people
would not be embarrassed about discussing in a pub or with a supplier.
It gets at something authentic, and it can help companies and brands
take market-leading positions — and market-leading profits.
13
15. The Red Papers:
What’s
The big ideaL?
“In just a few more years, the
current homogenized ‘voice’ of
business — the sound of mission
statements and brochures — will
seem as contrived and artificial
as the language of the 18th
century French court.”
– The Cluetrain Manifesto
14
17. The Red Papers:
What’s big ideaLs work
The big ideaL?
The frequently cited tension between idealism and profit is a false choice.
Profits based on a degree of idealism are more likely to be strong and
sustainable over time. Ogilvy has carried out two consumer research
studies that demonstrate the business value of big ideaLs. In the
first study (2,000 consumers in eight countries through Added Value
Research)7 several pairs of brands such as Coke and Pepsi, Apple and
Microsoft, were contrasted to determine the degree to which people saw
each of them as having a point of view or, in other words, a big ideaL.
Some brands are seen as having a much clearer big ideaL than others, and
this is not simply a function of brand size. Crucially, there is a correlation
between having a clear big ideaL and brand consideration, positive
opinion, and salience. The strongest of these is with good opinion —
an increasingly important property in a world where audiences are
connected and brand conversations are public. Eighty-two percent of
brands with a high point-of-view/big ideaL rating were seen as being
the best, or one of the best, brands in their category. For those with a
low rating, the corresponding figure was only fifty-two percent.
In another study, we explored the relationship of big ideaLs to brand
dynamism and predicted purchase behavior. We compared the strength
of a brand’s big ideaL with brand strength as measured by the “Brand
Voltage” metric on WPP/Millward Brown’s BrandZ, a strong predictor
of brand share growth or decline.
16
18. What’s The big ideaL?
There is a strong correlation between the extent to which a brand is seen
as having a big ideaL (a POV) and its Brand Voltage. Although many
factors contribute to a brand’s propensity to grow market share, there is
no doubt that those brands with big ideaLs are in a better position to do so:
17
19. The Red Papers:
What’s The uses of The big ideaL
The big ideaL?
Although The big ideaL is not a silver bullet
for driving brand growth or doing great
communications, having one can be extremely
helpful when it’s deployed correctly. These are
some situations in which a big ideaL can
be most helpful.
When an organization needs its purpose articulated
Imagine someone in your organization meets a stranger in a pub or
a café. They get talking. The stranger asks what they do and they say
they work for you, on your brand. The stranger says: “What’s that like
then? What do you get out of that?” For many CEOs, imagining this
conversation can be a little scary. Most people are not going to recite the
company’s mission statement or brand values at this point. But ideally,
they’ll be in a position to say something positive and anecdotal, like
they’re putting a smile on people’s faces or they’re bringing good design
to a wide audience. A well-written big ideaL can help here, simply by
giving employees an easy-to-remember purpose that is as suitable for the
pub as it is for the boardroom or the shareholder meeting.
18
20. What’s The big ideaL?
When a “parent” brand’s meaning needs definition
Many, if not most, brands are part of brand families that have different levels
of identity. Sometimes the parent brand may dominate the sub-brands or
product brands (e.g. BMW). Sometimes it acts as an “umbrella” to
a group of products (e.g. Nescafé, Knorr, Sprite). Or it may play a less
visible role behind a very varied range (e.g. Unilever). But for the
parent brand to impart a benefit, it must carry a meaning. Even the
visual language of a logo carries meaning. A strong big ideaL helps this
meaning to be crystallized in a rich but easy to remember way. Those
working with it can easily grasp what they can do to make it stronger.
When a market lacks a “thought leader”
A brand or an organization’s big ideaL can still be useful even when not
conveyed directly through brand communications. Often, however, the
opportunity arises to project it directly. This, as research has shown, boosts
share growth, perceived leadership, and other material indicators.
This tactic comes into its own when a market lacks a clear thought
leader. Brands, in such an environment, compete mainly on price or
functional benefits, and the potential for a brand with a point of view
can be enormous. It can result in the transformation of a whole category,
as happened with athletic footwear and Nike. A functionality-driven
category is not closed off to more emotional, philosophy-driven
positioning; often, it is quite the reverse.
When a brand or company needs greater cultural connection
The search for cultural tension is inherent in the process of developing a
big ideaL, and this has never been more the case than now. Brands with
relevance to popular culture can reap huge rewards from the huge and
instantaneous connectedness of much of the world. But brands that lack
either cultural congruity or the physical means to connect will have less
and less ability to make their voice heard. People have plenty of better
things to be getting on with.
19
21. The Red Papers:
What’s What makes a good big ideaL?
The big ideaL?
big ideaLs exist in the intersection between
two things. (Maybe more, but two big ones.)
First, they connect to a cultural tension. If “Markets are conversations,” 8
then leading brands need to be interesting conversationalists. They are
worth listening to when they have a valid point of view on the big topics
of the day — when they connect to something that resonates within
culture. Coke’s famously utopian “Hilltop” advertising was conceived
20
22. What’s The big ideaL?
against the backdrop of the Vietnam war, and Louis Vuitton’s Exceptional
Journeys campaign had a particular resonance against a backdrop of
commoditized and queue-ridden air travel. (Doug Holt has written
eloquently about the opportunities provided by cultural tension.9 )
A strong big ideaL will resolve tensions that are prominent at any given
time, but cultural tensions do shift over time as do The big ideaLs they
animate. Some big ideaLs, for the largest brands and companies, may
be addressed to something that is less a cultural tension and more
a fundamental issue of the human condition, such as the persistence
of things that make us pessimistic or the intrinsic problems with mass
travel. These may change more slowly.
At its heart Louis Vuitton has a belief in travel, not just
from A to B, but for its own sake. Yet anyone who has,
for example, spent much time travelling on domestic
flights within the United States would agree that travel
has lost much of its magic. Louis Vuitton’s heritage as
craftsmen of luxury travel goods for great voyages gives
the company a unique right to elevate travel and use it
as an inspiring metaphor for life.
21
24. What’s The big ideaL?
These cultural tensions must be globally relevant, especially when
working with global brands. Culture varies across the earth, and while
a global cultural tension should not be forced, what may appear to be a
purely regional factor may prove, with further analysis, to be a nuance of
a larger global tension.
A good big ideaL will also be built on the brand’s “best self.” This is
what uniquely makes, or could make, that brand great. Rather than a list
of benefits, the brand’s best self is formed from the little pieces of magic
that comprise the brand’s essence. Most brands do have something great
about them if you look hard enough for it. It may not be how the brand is
right now. It may be how it once was or what those who know the brand
just feel it could become. Ask loyal users. They often have surprisingly
rich language to describe what they think is great about that particular
brand. Clues to the brand’s best self may also be found in its heritage, its
consumption rituals, its visual identity or its communications history. Bear
in mind, however, that brands exist in context: if the brand’s greatest hour
was in 1964, what made it great back then has to be reinterpreted for the
contemporary world.
When a brand finds a resonant cultural tension that it, and only it, can
address, then the foundations of a big ideaL are in place. As long, of
course, as it can be captured concisely and delivered genuinely, can excite
various groups of people, and get noticed and inspire creative thinking.
Did we say it was easy?
23
25. The Red Papers:
What’s big ideaLs and marketing
The big ideaL?
Although all positionings
are not big ideaLs, a strong
big ideaL is a type of positioning.
It is emotional rather than
functional and can provide
guidance for communications
and other brand activities.
Think of it as a brand platform
that evolves as the cultural
context changes around it.
While a positioning can be
based on a purely functional
benefit, a big ideaL articulates
a worldview or purpose
supported by the functional
aspects of the brand. A
big ideaL encapsulates the
belief system driving everything
that a brand does. Such shared
belief helps it to attract wide-
spread emotional support and
provides the drive for behavioral
change among consumers.
Emotions, as studies have
consistently shown, play a big
part in purchase decisions. While this varies somewhat by market, even in
more apparently rational markets, emotions very often govern purchase
decisions, and big ideaLs are excellent attractors of emotional support.
24
26. What’s The big ideaL?
Emotional connection with a brand improves its chances of making
a cultural impact. In a world where what is said about brands comes
under the control of the world at large rather than brand owners,
cultural impact increases the efficiency of marketing spend. After all, it
gives people a reason to think about a brand when they would probably
rather think about basketball or desserts.
The big ideaL also pays dividends in the practical business of producing
marketing communications as well as other brand-building and sales-
building initiatives. Brand owners and their agencies need to get the
best, most consistent work out of people with varying marketing skills
across multiple organizations. If individuals are directed too tightly
or insensitively, they will not provide their most inspired thinking, but
if an organization has no direction, its brand will appear fragmented
to consumers. In the simpler marketing communications environment
of the past, advertising ideas were taken down into different channels.
Nowadays that phrase feels patronizing, is very vulnerable to the ‘Not
Invented Here’ syndrome, and ignores the distinct needs of interactive
marketing channels. Even if a useful brand communications direction
begins with a great advertising idea, it still needs to be shared with the
extended marketing team as a brand concept, not an advertising one.
And, as Nike has demonstrated with LiveStrong, a powerful brand
direction may emerge from other places.
“If individuals are directed too tightly or
insensitively, they will not provide their
most inspired thinking, but if an organization
has no direction, its brand will appear
fragmented to consumers.”
25
27. The Red Papers:
What’s
The big ideaL? A well-defined big ideaL can take the central place once occupied by
the grand advertising concept. It gives people an inspiring general
direction while still allowing them the freedom to employ their creativity for
the benefit of the brand. The best specialists in any discipline have their
own ideas that need to be encouraged, not suppressed. A big ideaL can
provide a growing medium for all sorts of great ideas, of many shapes
and sizes, over time.
The same applies in a geographical sense. Client and agency teams work
globally, and nowadays a marketing team on a global brand — or their
agency partners — will often comprise a multi-cultural group who will want
to draw on the best creative resources they can find anywhere in the world.
Having a global big ideaL, with the potential for local interpretation, is a
good way of striking the right balance between flexibility and rigor.
Many theories of marketing have little impact on the way brands
are actually marketed for the simple reason that they are ignored or
rejected by the creative people who design the activities brands spend
their money on. The big ideaL avoids this trap since creative people
are intimately involved with the concept from its inception.
26
31. The Red Papers:
The big ideaL workshop
Developing The big ideaL should underpin all aspects of a brand’s communications
a big ideaL and behavior. It needs to be developed with care. While it’s easy to write
one, it’s awfully hard to write the right one. If done right, it will be adopted
deeply within the organization, and it needs to be developed with a high
degree of collaboration from all layers. Senior people need to be involved as
well as some stakeholders beyond the marketing team. A workshop approach
gets a diverse group working together to develop powerful big ideaLs, but an
effective workshop depends on considerable preparation, not just a sharp
sort who wields a mean Sharpie or a wicked Post-it on the day (or two)
in question.
A penetrating understanding of the brand’s best self within a cultural
context will beat at the heart of a strong big ideaL. Therefore, a good
big ideaL workshop involves external cultural commentators who can
stimulate the team to think about potential societal tensions and themes
beyond day-to-day marketing concerns. Academics, writers, cartoonists,
entrepreneurs, journalists, and others can be invaluable additions,
depending on the particular brand being considered. In addition to the
pre-work by the participants and the agency team, there ought to be
consumer research and stakeholder interviewing, but the ultimate
goal for the workshop will be drawing on the expertise that already
exists within the organization.
30
32. What’s The big ideaL?
For Scrabble, the world would be a better place if we
rediscovered the magic of words.
Scrabble is a word game, but words are threatened.
In many parts of the world, including France, where
this big ideaL first found expression, teen vocabularies
are considerably smaller than they were twenty years
ago. The brand has a legitimate right to oppose this and
celebrate the power of words in a fun way.
Sometimes, of course, big ideaLs simply emerge naturally in the course
of developing strategy and work, and provide a useful way of articulating
a particular direction, as happened in the case of Scrabble. But just
because a big ideaL can emerge organically doesn’t take away the need
for it to be based on a really solid understanding.
31
33. The Red Papers:
Finding cultural tensions
Developing Because rich and insightful discoveries come from different places,
a big ideaL the quest for a powerful point of cultural tension should cover various
sources — books, articles, consumer media, blogs, trend sources, art,
music, and scholarship. The killer touch might be to interview (or invite
to the workshop) an expert such as an anthropologist, social psychologist,
or someone from a similar discipline. The investigation should be a
piece of cultural detective work that is stimulating in its own right.
A cultural tension is not the same as a trend. Brands frequently try
to jump on trends, but they risk being too late (often), or too early
(sometimes), or jumping on a fad instead of a trend (foolishly), or being
wonderfully in tune with a trend that only affects about two hundred
people (acceptably, but only if you sell luxury yachts).
32
34. What’s The big ideaL?
Nonetheless, the study of trends is important in finding big ideaLs,
because cultural tensions can result when two trends collide, or when
a trend results in tensions and potential counter-reactions. Think, for
example, of the tensions created in many men and women by shifting
expectations of gender roles, or how trends in parental responsibility have
caused massive dilemmas about acceptable degrees of tree-climbing and
messing around on bikes.
At the workshop itself, there will be heated and occasionally violent
debate about what the most relevant cultural tension is and which new
ones may emerge. Consequently, good preparation is the secret to good
discussion — and personal safety — in the workshop.
33
35. The Red Papers:
Getting to the brand’s best self
Developing
a big ideaL
34
36. What’s The big ideaL?
To use a phrase made famous by Robin Wight of the agency WCRS,
a brand should be interrogated until it confesses its strengths. But it’s
funny how often brand teams, even after years of discussion, fail to be in
complete agreement about what is the defining strength of a brand; what is
the one thing that truly makes it unique and great. The big ideaL workshop
is an opportunity to look at the brand’s potential strengths in fresh ways.
A robust discussion will lead to the best collective understanding, if not
complete consensus, of the essence of the brand’s greatness. Even after
years of exhaustive research, unexpected places can unearth penetrating
insights about even well-established brands. Take the agency planner who
shed new light on a well-known brand by going to eBay and buying up
old copies of Life that had referred to the brand in question.
The brand team probably has squirreled away unique intuitive under-
standing of the brand, but it may be buried under a rational and highly
objective facade. In the workshop, members of the brand team need to be
challenged to explore their more emotional and subjective understanding.
That can lead to sharply different conclusions from what they may
initially present.
The brand’s best self is unlikely to be identical to its current self. As with
cultural tensions, it makes sense to look at the brand from a variety of
angles, becoming experts on its history, the “archaeology” of its packaging
and advertising (maybe with the help of semiotics), its partners, its place
in the media and popular culture, and, of course, its consumers.
Loyal consumers are particularly valuable because they have the deepest
relationships with the brand. The big ideaL workshop uses a refreshed
version of a classic technique — the brand audit — to unlock their insights.
35
37. The Red Papers:
What makes a big ideaL workshop work?
Simplicity
Developing In a complex world, one of the most attractive things about The big ideaL
a big ideaL is its simplicity. This is carried through to the workshop format. There
are only two main sections to navigate: brand’s best self and the cultural
tension in which it finds itself. A big ideaL workshop keeps jargon to
a minimum and uses real language, just as a good big ideaL should
be something you could tell your best friend about without him or her
saying you’re full of marketing bull. You do have a friend who’s not
in marketing, don’t you?
Shared vision
The big ideaL works by giving brands a worldview that is inclusive
and brings people together. A big ideaL workshop does the same by
involving all participants in a spirit of sharing, discovery, and contribution
to an ideaL that is bigger than any one person.
High energy
Step away from the PowerPoint, or at least give it some air. A big ideaL
workshop should not be an endurance event. Think stimulation and
dialogue, not templates and transitions.
36
38. What’s The big ideaL?
Preparation
It may sound schoolmasterly, but good preparation is the secret to a
successful workshop. The cultural tensions and the brand’s best self need
to be thoroughly thought out and researched in advance. It is in the nature
of most client-agency relationships that the brand’s best self tends to get
more headspace than cultural tension. Naturally, start with the latter.
The right people in the right frame of mind
Since it is important to have senior people there and off-BlackBerry,
the casting needs careful selection and briefing. It helps to have some
other people involved who are not part of the day-to-day brand team
but are good with ideas and quick to grasp brand and consumer issues.
Consider inviting a product designer, a brand manager from another
category, a member of the sales team, or any other sharp outsider whose
insights will be valuable.
Patience
There will come a point in the workshop where it feels like you’re getting
nowhere. More often than not, this is the gathering moment just before
you do get somewhere interesting. Good workshops take the group into
new places. Some of them will be sidetracks or dead ends, but you have to
follow a few of them to find the path to someplace new and good.
Divide The big ideaL workshop into three main chunks: the cultural
tension(s), the brand’s best self, and the formulation of potential big ideaLs.
Ideally, the workshop will run over a day and a half.
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39. The Red Papers:
The nitty-gritty
Developing This isn’t simply an excuse for a nice dinner but is genuinely necessary.
a big ideaL Trying to do everything in a day feels like a rush for something so
important, and an extra half or full day allows for some incubation
time for the rich stimulus of the first day.
The workshop will likely produce rough wordings and territories for
one or more big ideaLs rather than beautifully written finished articles.
A sentence designed by committee is likely to be an ugly, misshapen thing.
The intense, inclusive style of the workshop is best complemented by a
subsequent period in which a small team agrees on a precise wording and
lives with it for a while before bringing it back to the group. Don’t get
stuck “wordsmithing” in the workshop.
A big ideaL has to do all the things that a good positioning would,
and a bit more besides. Once it is complete, you’ll need to go through an
evaluation process to make sure The big ideaL you’ve birthed is powerful,
differentiated, authentic, and resonant. The questions we ask include:
• Can the brand or company genuinely live up to its big ideaL?
• Will it get noticed? Sometimes it may need to be quite unexpected, as
was IBM’s championing of e-business in the early days of the Internet.
• Does it excite you? That is the key. If it doesn’t excite you, then it
is unlikely to excite a wider group. The big ideaL lives to be shared
transparently with anyone associated with the brand or company.
It is a defensible goal, not a secretive piece of marketing trickery.
It needs to be memorable and exciting. If not, then start again.
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40. What’s The big ideaL?
Shangri-La’s big ideaL has been expressed in ways that owe
very little to conventional hotel chain campaigns.
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41. The Red Papers:
The nobility, or otherwise, of big ideaLs
Developing The big ideaL is a widely useful concept that many brands can use,
a big ideaL at the very least, to enhance their thinking. Not all brands have the
personality, goals, or fashion sense of a Mother Teresa or Bono, but it’s
still worth considering what their big ideaL would be. The Miller High
Life brand was revived in the United States by opposing the decline
of American manhood in a way that was neither politically correct nor
universally appealing. But it projected a powerful worldview that was
compelling to many people who enjoyed quaffing a frosty one.
(Ogilvy was not responsible for the campaign, but it contained an
implicit big ideaL — a belief that the USA would be a better place if
men could be men again.) Fanta discovered that their big ideaL is fun
and subversive, yet with a grain of genuine idealism at its core.
A big ideaL should not be entirely frivolous, but it can certainly embrace
humor. Not every brand can hope to achieve world peace, and while
you may have wanted that from Coke, you’d likely flee from a similar
approach from your credit card. It would be a pity if all brands shared
the same goal — because they would all end up looking similar — but a
brand’s big ideaL should be at least a little uplifting.
The big ideaL should not be confused with a CSR (Corporate Social
Responsibility) program. The big ideaL is there to help a brand define an
interesting and attractive worldview that will help it gather widespread
support (internally and externally), but this is not quite the same.
Although brands ignore CSR at their peril, most brands do not exist
because of their CSR program. They exist because they play a functional
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42. What’s The big ideaL?
and emotional role in the world. They provide benefits that draw people to
them. The big ideaL ensures that a brand’s role in the world, particularly
its emotional benefit, is clear and motivating. It goes to the root of why
the brand exists, and while it is helpful to align this to the brand’s CSR
strategy, it is not the same thing.
Not all big ideaLs should be expressed in an entirely serious
or “worthy” way. An attractive point of view is not always
a serious one, and it’s important that The big ideaL be true to
the spirit of the brand (partly to ensure differentiation). There
are, in fact, some genuine reasons why play is very necessary
to both young people and adults, but Fanta’s big ideaL is
pleasantly subversive in opposing too much grown-upness.
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43. The Red Papers:
Necessary additions to The big ideaL
Developing The big ideaL will not answer every problem,
a big ideaL
not even most of them. You cannot use it as an
algorithm that outputs a creative brief, a creative
idea, a channel plan, or an answer to the question
of whether the brand’s spokesdog should be a
Labrador or a Bullmastiff. It won’t tell you how
much product information you need to include
in a particular campaign, who the target audience
should be, or whether to show the 250ml bottle
or the family pack. All these decisions form part
of the detailed planning of a brand’s marketing
and communications activities, and The big ideaL
does not replace them. Nor will it replace the
following crucial steps:
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44. What’s The big ideaL?
• A definition of the brand’s voice, look, and feel. While The big ideaL will
define what a brand stands for, it will not articulate in detail how it feels when
you encounter it. These feelings should complement The big ideaL, enrich
it, give it texture and dimension. How a brand feels is often more important
than what it says, and getting this right is an incredibly important exercise.
We do believe, though, that starting with a strong big ideaL often makes such
exercises a lot easier.
• Product focus. You do not need to promulgate The big ideaL with every
communication, not even with most of them. If your brand has incorporated
a truly groundbreaking new ingredient, for example, then you might be well
advised to focus solely on that. Product messages need clear communication and,
in many markets with high innovation, there will be many of them. big ideaLs
have an appeal that goes beyond the functional — and there is much evidence
for the commercial power of emotion — but they still need to complement
whatever functional information a brand needs to impart. Ultimately, people
buy products so The big ideaL and the purchase experience need to be mutually
supportive, not mutually contradictory.
• Ideas. The big ideaL is about sparking ideas, not replacing them. We need
more ideas than ever before, in all shapes and sizes. And they don’t need to
feel like matching luggage. Take full advantage of the distinct opportunities
offered by any particular contact point. A good big ideaL should stimulate,
as well as guide, the creativity of the many people who come up with ideas,
whatever part of the marketing landscape they inhabit.
• Hard work. Building powerful brands and doing great, effective work for
them is the result of a thousand small decisions rather than a single big
one. Execution is not some nice glossy add-on. The people you are talking
to won’t bother to uncover the rather clever idea at the heart of a tawdry
piece of execution. They’ll be long gone. And because great execution takes a
lot of time and effort, what we learn from the crafting process will sometimes
help us evolve a big ideaL in a better way. It might seem messy, but that’s just
how it happens sometimes.
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46. What’s The big ideaL?
It’s a pretty messy time for global business just now.
Economic shock, global competition, reduced headcounts,
data overload, environmental challenges, onerous
governance, and elusive but highly demanding consumers
are causing uncertainty and stress. There’s not much of
a comfort zone any more. We need precise navigation,
and we need it fast. We need direction but with flexibility.
We need to deal with vast complexity while still
collaborating across functions and cultures like never
before. If we’re not careful we get tossed around on the
waves until we get waterlogged and sink, although if we
get it right we can have an enthralling ride. big ideaLs
can help us. They can help us know what we’re about
whether we run a huge corporation or a small brand.
They can help us generate enthusiasm, commitment,
creativity, and profit. They can help us deal with the big
challenges in front of us, and the even bigger ones lurking
just around the corner.
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47. The Red Papers:
Postscript – the Ogilvy big ideaL
It wouldn’t really have been fair of us to advocate
the big ideaL for our clients if we hadn’t developed our
own, so we did. The Ogilvy big ideaL is:
“Ogilvy believes the world would be a better place if we
could bring out the inner greatness in brands, companies,
and people.”
The “cultural tension” at the heart of Ogilvy’s big ideaL
is the challenge so many companies are facing: how to
be true and authentic. Consumers, stakeholders, and
employees clearly want that.
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48. What’s The big ideaL?
But it can be hard to project authenticity in an
environment that is complex, splintered, and changing
all the time. When we talked to people about what made
Ogilvy strong and different at its best, we found that they
often mentioned the company’s appetite for, and ability
to solve, difficult problems. Our skill in penetrating to what
really mattered in a brand or company and to express it in a
fresh way was mentioned. And while this led us to much of
our big ideaL, the importance of people (employees,
clients, consumers) in this process is paramount. David
Ogilvy believed in individual talent, and the agency that
bears his name does too. We have our own big ideaL.
We feel good about it, and it reminds us succinctly why
we come to work each day.
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49. The Red Papers:
Key takeaways
• The brands we most admire have underpinning ideals
at their cores. Not just big ideas, but big ideaLs.
• Ideals have played an important part in the history
of business, and their time has come again.
• A big ideaL generally gets most traction if it can
be captured in a simple but rich phrase.
• There is strong quantitative evidence that having
a big ideaL is correlated with business success.
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50. What’s The big ideaL?
• The best big ideaLs connect with a cultural tension
in a way that is true to the brand’s best self, and they
are usually uncovered in a workshop process.
• big ideaLs help to spark ideas from various people
and in various forms.
• Just because it’s called a big ideaL doesn’t mean it
has to be really, really serious.
• The big ideaL isn’t the answer to everything. But it
sure can help.
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52. What’s The big ideaL?
1. Random House Unabridged Dictionary, 2006
2. “Obliquity,” by John Kay. Financial Times, January 2004
3. “Man’s Search for Meaning: The case of Legos” by Ariely, Kamenica,
and Prelec in the Journal of Economic Behavior & Organization 67 (2008)
4. Herd by Mark Earls, 2007
5. Built to Last by Collins and Porras, 1997
6. It’s Not What You Sell, It’s What You Stand For by Roy Spence, 2009
7. US, UK, Russia, China, India, Brazil, Spain, and Germany
8. The Cluetrain Manifesto, 1999
9. How Brands Become Icons by Douglas B. Holt, 2004
Apple, BlackBerry, BMW, BP, Cisco, Coca-Cola, Coke, Disney, eBay, Fanta, IBM, Johnson & Johnson, Knorr, LiveStrong,
Louis Vuitton, Mars, Microsoft, Miller High Life, Nescafé, Nike, Pepsi, Post-it, PowerPoint, Scrabble, Sharpie, Sprite,
Sunlight Soap, and Unilever are all registered trademarks.
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53. The Red Papers:
About the authors
Colin Mitchell
Joint Worldwide Planning Director, Ogilvy & Mather
Colin grew up in Scotland and started his advertising career as an apprentice account
planner for BMP DDB in London, carrying enormous portfolios on trains to research
groups in strange towns.
In 1996, he came to New York and worked for Cliff Freeman & Partners through
the dot com years, working on the Cannes-winning Outpost.com and Budget Car
Rental campaigns.
In 1999 he joined Ogilvy as the planner on the IBM eBusiness campaign. Since then,
he has worked on the BP “Beyond Petroleum” campaign and Cisco’s “Welcome to the
Human Network,” among others.
His article “Selling the Brand Inside” appeared in the Harvard Business Review. He has
contributed a chapter to the book, Brand New Brand Thinking, and has written about the future
of marketing for The Wall Street Journal. He blogs at TheDoubleThink.com about the meeting
of planning and analytics with Dimitri Maex, the MD of Ogilvy Consulting.
Colin sits on the board of the Advertising Education Foundation and the Advertising Research
Foundation. He was a David Rockefeller Fellow for the Partnership for New York City.
In 2009 Colin was made Joint Worldwide Planning Director with John Shaw, appointed to
the Ogilvy & Mather Worldwide Board of Directors.
He is married with two sons and a daughter and lives in New York City.
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54. What’s The big ideaL?
John Shaw
Joint Worldwide Planning Director, Ogilvy & Mather
John is a well-travelled planner, originally from Scotland, who, along with Colin Mitchell,
is responsible for the planning function at Ogilvy. This numbers approximately 400 people
around the world, responsible for generating the insights, strategy, and ideas that inspire
great campaigns.
John read history at Oxford, almost all of which he has forgotten. He started his career at
the AC Nielsen Company before spending three years at JWT London where he was trained
as a planner. After some time on the client side with Mars, he started one of the first planning
departments in a direct marketing agency at Evans Hunt Scott. He then worked with the
Y&R Group for several years.
Early in 1996 John moved to Portland, Oregon as the global planning director on Microsoft
at Wieden + Kennedy. Over the next seven years he worked on most of the agency’s major
clients such as Nike and Coca-Cola, and had a spell in the London office.
Just as SARS was breaking in 2003, John joined Ogilvy, first in Hong Kong, from where he
travelled all over Asia Pacific running a large regional planning group, as well as winning
business from clients such as Disney, Coca-Cola, and Johnson & Johnson. In 2006 he returned to
London to lead the regional planning community in Europe, Africa, and the Middle East. Over
the past four years he has played a major part in developing Ogilvy’s “big ideaL” philosophy.
In 2009 he assumed joint responsibility for planning worldwide and joined the Ogilvy
Worldwide Board and Worldwide Creative Council.
John is a runner, golfer, and wine drinker to varying degrees of competitiveness. He is
married with two daughters and a feisty and equally well-travelled Staffordshire bull terrier.
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55. The Red Papers:
Acknowledgements
So many people within and outside Ogilvy have built on Robyn’s original
inspiration that it would be impossible to list them all here, but your
contributions are greatly appreciated. Rory Sutherland deserves a
special mention for championing the concept so eloquently in its infancy.
To those who have contributed so far and to those who will do so in the
future, heartfelt thanks.
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