The power of a big idea

Today is the 15th anniversary of the release of the first Harry Potter book: Harry Potter and the Sorceror’s Stone.

Legendarily, it was written when JK Rowling was living on welfare. She had the idea while traveling on a train.

She is now richer than the Queen of England.

My three kids are the Harry Potter generation. This one hit like a comet, culturally.

It’s bigger than Star Wars. That’s how big it is.

Big ideas have big impact. Because everybody loves them when they see them.

Usually the really big ideas share a common characteristic: they stake out the biggest possible territory. They dream big.

Harry Potter is as basic as it gets: a good vs evil showdown.

I was always very impressed by Anheuser-Busch’s internal slogan: make friends.

How simple. And how appropriate for a brewer in a country where prohibition nearly killed the company.

When evaluating ideas it’s the only criterion that really matter. Does this idea stake out the biggest possible territory for the brand?

What would your competitors hate you for? What would be the worst possible thing you could do, as far as they’re concerned. Do that!

I’m always amazed at how few brands really go for it confidently. It’s not like any brand can’t be dislodged by a more appealing marketing or advertising idea.

Have you drunk Dos Equis lately? Is it because of the most interesting man campaign?

Corona must hate that campaign.

;-)

4 responses to “The power of a big idea

  1. “What would your competitors hate you for? What would be the worst possible thing you could do, as far as they’re concerned. Do that!”
    This is great advice Vinny, I will definitely nick it and use it.

    • glad you like dave. having been on both ends of that equation (the doing and the being done to) i always ask clients what could they do that would send chills up the spine of their competitors.

  2. Ciaran McCabe

    I agree with Dave (not all the time mind you), Vinny, my favorite post of yours in a while.

  3. Perhaps Budweiser could ‘own’ the new austerity times too? Steinbeck/Norman Rockwellesque ‘Spare the time. Bud’

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