Conventional wisdom says the secret to great advertising is developing a big idea for a campaign. In reality, the trick is developing a campaign for a big idea.
Mere semantics? Not at all.
As a young company takes root and expands, it begins to establish its brand. With each passing day, the things it does enhance (or detract from) the value of that brand. Over time, that equation begins to work in the opposite direction as well, and branding can be used to enhance the meaning and value of the company. But for this process to be effective, the business and the brand must remain intertwined.
The world’s best marketers understand that as valuable as their products and services are, products and services come and go. Brands, however, live on indefinitely. As a result, they invest in and celebrate and protect their brands in every way they can, wrapping them around big, everlasting ideas.
Apple’s (AAPL) animating idea is innovation. Whether it’s the design of the iPhone, the functionality of iTunes, the customer experience in the Apple Store, or the light humor of the «Mac vs. PC» ads, the company is all about providing pleasant surprises to its customers. As a result, Apple has a legion of loyal followers and is able to command premium prices for its offerings.
Intel’s (INTC) big idea is performance. The chipmaker is determined to never be outperformed by competing technology on things like speed, energy efficiency, and adaptability. That’s why when a computer sports an «Intel Inside» badge, people are more apt to trust it, even if (or perhaps because) they know little about the workings within.
Fuente Business Week