The Big Idea: How Brands Create Stories That Stick
Author & Editor
Content Team Lead
Published on: Aug 1, 2025 Updated on: Aug 1, 2025
"Why do we love certain brands like Nike or Jollibee?" This question often sparks lively discussions among consumers and marketers alike.
At first glance, the answers seem straightforward: product quality, effective branding, and exceptional service. Indeed, these factors are all valid and play a significant role in shaping our preferences. However, beneath these surface-level attributes lies a missing link that truly sets these brands apart: a strong, emotionally resonant Big Idea.
Propelrr uses a framework designed to help brands navigate the complexities of the digital landscape effectively. It emphasizes a structured approach that integrates various components such as customer experience, objectives, branding, product, infrastructure, data, content, and more. This holistic framework ensures that all elements work cohesively to drive results and foster brand growth.
We zoom in on the concept of the Big Idea, which serves as a crucial element in Propelrr’s Digital Marketing Framework. The Big Idea encapsulates the brand's core message and emotional resonance, allowing it to connect deeply with its audience.
In essence, the Big Idea is what transforms a brand from being just another option into a memorable and beloved choice for consumers.
What Is a Big Idea (and Why It Matters in Marketing)
The Big Idea is defined as an overarching brand concept or story that unifies all messaging and resonates emotionally with the audience. It goes beyond mere slogans or taglines; it embodies the essence of what the brand represents and how it connects with consumers on a deeper level.
Here are examples:
- “Just Do It” – Nike: This phrase encapsulates the spirit of empowerment, encouraging individuals to push their limits and embrace their potential, regardless of their circumstances.
- “Bida Ang Saya” – Jollibee: This tagline reflects the joy of togetherness, celebrating the moments shared with family and friends over delicious meals, which is a core part of Filipino culture.
The Big Idea is not just a catchy tagline; it is a creative expression of your brand’s role in the customer’s life. It articulates how the brand enhances their experiences, fulfills their needs, and aligns with their values.
By effectively communicating the Big Idea, you can foster a strong emotional connection with your audience, making your brand more memorable and impactful in the marketplace. The Propelrr approach to crafting a Big Idea is a systematic process that emphasizes thorough research, analysis, and alignment with expectations:
- Dissecting the Brief
- Landscape and Audience Research
- Competitor Audit
- Voice of Customer Audit
How to Dissect the Brief
1. Understand the “Ask” and align expectations with the client
The first step involves a deep dive into the client’s brief to fully comprehend their objectives, goals, and desired outcomes. This includes clarifying the specific challenges they face and what they hope to achieve with the Big Idea.
By aligning expectations, we can ensure that it is on the same page as the client, fostering a collaborative environment.
2. Identify gaps, must-haves, and key constraints
This step focuses on identifying any gaps in the current strategy or messaging that the Big Idea needs to address.
We can pinpoint must-have elements that are essential for the brand's identity and any constraints (such as budget, timeline, or regulatory considerations) that may impact the development of the Big Idea. This thorough understanding helps to shape a focused and realistic creative direction.
How to Do a Landscape Audit and Audience Research
3. Gather Data: Market Trends, Audience Behavior, Industry Shifts
Propelrr puts a strong emphasis on grounding ideas in data. This means going beyond surface-level research to dig into real insights about what’s happening in the market, how audiences are behaving, and what shifts are shaping the industry.
By analyzing these trends and behavioral patterns, we uncover opportunities and tensions that the Big Idea can tap into. This ensures the creative direction isn’t just imaginative—it’s informed, relevant, and positioned to resonate with the audience at the right moment.
4. Identify patterns and opportunities
Once the data is in, we can shift our focus to uncovering the story behind the numbers.
This means spotting recurring patterns in audience behavior, content gaps, or competitor strategies that can spark insight. More importantly, we identify whitespace opportunities—untapped areas where the brand can stand out or respond to needs the market hasn’t fully addressed yet.
These insights are what shape a Big Idea that not only feels fresh and unique but also strategically positions the brand ahead of the curve.
Conducting a Competitor and Voice of Customer Audit
5. Analyze competitors’ messaging to see what’s already out there
Voice of Customer (VoC) research is a systematic process used to capture, understand, and analyze the opinions, preferences, needs, and expectations of customers regarding a product, service, or brand. This research involves gathering feedback directly from customers through various channels such as surveys, interviews, social media, reviews, and direct interactions.
Propelrr conducts a thorough analysis of competitors’ messaging to understand the landscape and identify what resonates with the audience. This includes examining the tone, themes, and emotional triggers used by competitors, which helps to inform the development of a distinct and impactful Big Idea.
6. Competitor research can also include creating an audit or product matrix
An audit or product matrix is a strategic tool used to manage and prioritize different products within a company's portfolio. It visually represents the current position and future potential of each product, aiding in decision-making related to product development, marketing strategies, resource allocation, and product discontinuation.
Propelrr may create an audit or product matrix to evaluate competitors’ offerings and positioning. This visual representation allows for a clearer understanding of where the brand stands in relation to its competitors and highlights areas for differentiation. By assessing competitors comprehensively, Propelrr can ensure that the Big Idea stands out and effectively addresses market needs.
From Insight to Idea: Brainstorming with Purpose
7. Ideas Must Be Creative and Insight-Driven
In today's competitive landscape, creativity alone is not enough. Ideas must be rooted in deep customer insights to resonate with the target audience. Insight-driven brainstorming allows teams to tap into the real needs, desires, and pain points of consumers, ensuring that the generated ideas are both innovative and relevant. This approach fosters a connection between the brand and its audience, making the messaging more compelling.
How Propelrr Narrows Concepts During Brainstorming
We can narrow down brainstorming concepts based on three key criteria:
1. Emotional Benefit
Each idea is evaluated on how it evokes an emotional response from the audience. Emotional benefits can create strong connections and drive consumer loyalty.
For instance, a concept that highlights the joy of family gatherings can resonate more deeply than a purely functional message.
2. Alignment with the Brand
Each idea is assessed for its alignment with the brand's core values and identity. This ensures that the messaging remains consistent and authentic, reinforcing the brand's position in the market.
An idea that strays too far from the brand's essence may confuse consumers and dilute brand equity.
3. Uniqueness in the Market
The uniqueness of each concept within the competitive landscape is also considered. An idea that stands out from competitors can capture attention and differentiate the brand.
This uniqueness can be achieved through innovative messaging, creative execution, or addressing unmet needs in the market.
Example of a Big Idea Born from Customer Insight
A practical example of a Big Idea born from customer insight is the messaging developed for Home Tech clients in response to high electricity costs. Recognizing that consumers are increasingly concerned about their energy bills, the Propelrr team crafted a "Peace of Mind" message. This concept emphasizes how Home Tech solutions can help customers save on energy costs while providing comfort and convenience in their homes. By addressing a specific pain point—high electricity costs—this Big Idea resonates emotionally with consumers, aligns with the brand's commitment to innovation, and stands out in a crowded market.
By following this structured approach, Propelrr crafts a Big Idea that is not only creative and compelling but also strategically aligned with the client’s goals and market realities. This thorough process ensures that the Big Idea resonates with the target audience and drives meaningful engagement.
Why a Big Idea Makes All Strategy Cohesive
A Big Idea is a central concept that unifies a brand's messaging and strategy, ensuring that all elements work together harmoniously. Here’s how it contributes to a cohesive strategy:
Acts as a Compass for All Messaging
The Big Idea serves as a guiding compass for all forms of communication, ensuring consistency across various channels.
- Consistency Across Platforms: Whether it's advertisements, emails, social media posts, or product pages, the Big Idea provides a clear framework for messaging. This consistency helps consumers easily recognize and relate to the brand, reinforcing its identity.
- Focused Communication: With a defined Big Idea, marketing teams can create targeted messages that align with the brand's core values and objectives. This focus allows for more effective communication that resonates with the audience, making the messaging more impactful.
Helps Internal Teams Speak in One Voice
A strong Big Idea fosters alignment among internal teams, ensuring that everyone communicates the brand's message consistently.
- Unified Direction: When all departments—such as marketing, sales, customer service, and product development—understand and embrace the Big Idea, they can work collaboratively towards common goals. This unified direction minimizes confusion and ensures that every team member contributes to a cohesive brand narrative.
- Enhanced Collaboration: A shared understanding of the Big Idea encourages cross-functional collaboration, allowing teams to leverage each other's insights and strengths. This collaboration leads to more innovative solutions and a stronger overall brand presence.
Increases Recall and Emotional Connection with the Audience
The Big Idea plays a crucial role in enhancing brand recall and fostering emotional connections with consumers.
- Memorable Messaging: A well-defined Big Idea is easy to remember and can be encapsulated in a simple phrase or concept. This memorability makes it easier for consumers to recall the brand when making purchasing decisions, leading to increased brand loyalty.
- Emotional Resonance: By connecting with the audience's emotions and values, the Big Idea creates a deeper relationship that goes beyond transactions. When consumers feel emotionally connected to a brand, they are more likely to engage with it, advocate for it, and remain loyal over time.
A Big Idea is essential for creating a cohesive brand strategy. It acts as a compass for all messaging, helps internal teams communicate effectively, and enhances recall and emotional connections with the audience. By anchoring all brand activities in a strong Big Idea, you can foster a unified identity that resonates with consumers and drives long-term success.
Every Great Brand Starts With a Big Idea
In the competitive landscape of today’s market, the importance of both your product and brand cannot be overstated. While high-quality products and effective branding strategies play crucial roles in attracting consumers, it is the Big Idea that truly unifies and elevates everything.
- Consider revisiting your brand story. Ask yourself: What is the Big Idea that drives your brand?
- Refine and articulate your Big Idea and create a compelling narrative that unifies your product and brand
- Embrace the power of your Big Idea and let it guide your brand's evolution.
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