Generating big ideas that grow your brand

Graham Ellor

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e.

Generating big ideas that grow your brand

Graham Ellor

Brands thrive on big ideas – the expression of single-minded propositions that make a company stand out from the crowd. They always have done and to my mind always will. From Oxo's 'family meal', which has continuously evolved since the 1960s, to healthy drinks company Innocent's wonderful 'nothing but nothing but fruit' campaign of today, big ideas are the lynchpin in creating compelling communications, and one of the principal drivers in helping you to grow your brand.

This article explores the way that big ideas are generated for brands. It is...

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