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Big Idea (marketing)

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Big Idea in marketing and advertising is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers.[1]

The term "Big Idea" has been used in the works of marketing gurus David Ogilvy[2] and George Lois,[3][4] and in a book[5] authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.


  1. ^ Big Ideas: Research can make a big difference
  2. ^ Ogilvy, David (March 12, 1985). Ogilvy on Advertising (1st Vintage Books ed.). Vintage. ISBN 978-0394729039.
  3. ^ Lois, George (September 1, 1991). WHAT'S THE BIG IDEA? (1st ed.). Doubleday Business. ISBN 978-0385414869.
  4. ^ Lois, George (September 15, 2008). George Lois: On His Creation of the Big Idea. Assouline Publishing. ISBN 978-2759402991.
  5. ^ Davenport, Thomas (2003). What's the Big Idea? Creating and Capitalizing on the Best New Management Thinking. Boston: Harvard Business Review Press. ISBN 9781578519316.

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