Page 125 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Brand Building BIG IDEALS
Katryna Mojica
Chief Executive Oicer Ogilvy & Mather Katryna.Mojica@ogilvy.com
David Ogilvy once said, “Unless your advertising contains
a big idea, it will pass like a ship in the night.” More than 50 years later, this remains true; but perhaps a bit of evolution is healthy.
Brands have traditionally been built on big ideas, but for brands to be truly powerful, they need to go beyond big ideas, and be built on big ideaLs. It’s easy to miss the diference, but it has huge implications.
As its name implies, a big ideaL connotes a higher purpose. Brands are much stronger when they have
a unique belief, philosophy or point- of-view about the world, and the role that they can play in it to make the world better.
Coca-Cola is a powerful brand because it isn’t just about refreshment, it inspires people with optimism. For more than half a century, the brand has rallied people to look at the glass as half full,
rather than half empty, especially
in challenging times. The famous Coke ‘hilltop’ ad from 1971 gathered people from all over the world to sing “I’d like to buy the world a Coke and sing in harmony”, at a time when all eyes were on the conlict in Vietnam. It established Coke as an enduring source of optimism and inspired
the belief that, despite people’s diferences, we could always ind common ground.
Dove, meanwhile, is not just about beauty: it’s about self-esteem. The brand has continually found ways
to show women that they are much more beautiful than they think they are. The idea engages and provokes; the brand’s 2013 ilm “Sketches” has received 163 million views because it ofers a point of view of the world that is uniquely Dove’s.
Indonesia’s own SariWangi tea became all the more relevant to a new generation of women when it proposed that tea should no longer be a time to serve, but become a time to share. It understood that women wanted more equitable relationships with their husbands, and provided a platform from which they could inluence change. Even more than ive years later, the “Mari Bicara” campaign (Let’s Talk) that launched this idea is memorable.
A big ideaL represents a philosophy and a point of view of the world that the brand believes in. And because of this, it can generate much more support than a brand positioning
or a brand beneit would. It works on the basis that when a brand authentically supports a point of view that people can truly believe in, it makes it that much easier to rally support for the brand.
In 2006, when the concept of
the 'big ideaL' was irst formed at Ogilvy & Mather, this was relevant. But in today’s digital world where consumers have real power over brands and how they are perceived, it is absolutely essential. It recognizes that consumers have become increasingly involved in ensuring that the brands they use are in line with their personal beliefs.
A big ideaL is also essential in ensuring that a brand maintains
its consistency and authenticity amidst the demand for real-time communication and the need for
a seamless low of communication across channels. Digital acceleration has revolutionized communication, and with the increasing fragmentation of channels and messages, with both internal and external parties now involved in developing and evolving a brand’s message, it can be diicult for a brand to stay true to its DNA. This makes it all the more important to have a big ideaL that informs and inluences all communication.
Indonesia has the scale to build brands that have international stature, and the current conditions
– economic, technological and social – provide the right climate in which these brands can foster big ideaLs. While brands can make gains by emphasizing their functional beneits, availability and price, they have an opportunity now to establish themselves as leaders, carrying greater signiicance than their rivals, by creating cultural impact, and inluencing norms and beliefs.
125