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Ideas |
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An idea can take form in various ways. It is the unique design that makes a product useful and fun. It is the clever packaging concept that promises something the competition doesn't. It is the unforgettable advertising claim (also known as a tagline, strapline, slogan, or sign-off). It is the visual motif that drives the campaign. It is the web interface that gives customers exactly what they want. It is the pleasant surprise from the customer-service representative.
Ideas should not be confused with insight: insight is perennial, while good ideas can and should change regularly. An idea is the innovation that keeps a product relevant to a customer's life and keeps the customer involved with the brand. Ideas usually have a life cycle of a few years at most. Ideas are the visible manifestations of the brand, and assuming the insight is well founded, good ideas should flow almost effortlessly.
The difference between brand insight and ideas can be seen in the following examples:
The ad agency BBDO was able to build a quarter-century's worth of GE campaigns upon its insight about users' lives being improved by myriad GE products. The insight was summed up with the claim, "We bring good things to |
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