They exist, the "Big Ideas"
Posted: Sun Feb 02, 2025 3:35 am
A good example is Nike, which as a sporting goods manufacturer stands for the bigger idea of "winning". The soul of the brand is about winning. Another example is Amazon, which ostensibly sells books (and many other things), but really stands for "completeness" - the idea that everyone can have everything. That's why the arrow in its logo goes from the "A" to the "Z" of "Amazon". Or Ikea, which doesn't just make home furnishings, but stands for "democratizing design" and "a better vietnam rcs data everyday life for the many people". Or the BBC, which stands for "authoritativeness" and sets a standard for the credibility of news. Or Starbucks, which is more about "sociability" than coffee - about providing a place where people feel comfortable while drinking coffee, chatting or reading their newspaper.
"Big Ideas" can also be emotional, like Disney with "Fun" or Orange with "Optimism". Do you remember "the future is bright, the future is Orange" when the Swiss telecommunications market was liberalized just over 20 years ago? A "Big Idea" can also be ethical or political, like Amnesty International with "Human Rights" or, earlier, Benetton with "Humanity". Or it can have almost spiritual connotations, like Bang & Olufsen does with "Poetry".
But "Big Ideas" are hard to put into words. They are like beauty: they evaporate when you try to define them; but like beauty, they are immediately recognizable when you encounter them. That is why "Big Ideas" are so powerful. The important thing is that these ideas are not just wishy-washy feelings. They are clear standpoints. They stand for some things and position themselves against others.
"Big Ideas" can also be emotional, like Disney with "Fun" or Orange with "Optimism". Do you remember "the future is bright, the future is Orange" when the Swiss telecommunications market was liberalized just over 20 years ago? A "Big Idea" can also be ethical or political, like Amnesty International with "Human Rights" or, earlier, Benetton with "Humanity". Or it can have almost spiritual connotations, like Bang & Olufsen does with "Poetry".
But "Big Ideas" are hard to put into words. They are like beauty: they evaporate when you try to define them; but like beauty, they are immediately recognizable when you encounter them. That is why "Big Ideas" are so powerful. The important thing is that these ideas are not just wishy-washy feelings. They are clear standpoints. They stand for some things and position themselves against others.