Think of an advertisement that has stuck with you long after its run. You may be thinking of examples like Budweiser’s “WAZZZUP,” Verizon’s “Can you hear me now?,” Dos Equis’ “Most Interesting Man in the World” and “Mayhem” by State Farm to name a few. At first glance, these campaigns might not have much in common, but at their core they are all centered around one thing—a big idea.

These big ideas transcend. They blend the familiar and the unknown to shock, provoke and inspire.
George Lois, a prominent art director, once said about ads that stick: “These ads persist as a part of the pop culture zeitgeist because they contain a big idea. A Big Idea … should not only stick in the minds of the viewer, but it should sear the virtues of the product into the viewer’s brain and heart.”

Some of these ads have cemented themselves as a part of the pop culture because they contain an idea bigger than just promoting a product or service. These ideas were memorable, simple and instantly recognizable. They were more than taglines—they captured an attitude and personality that resonated widely, becoming cultural touchpoints that live on far beyond their airtime.

Media Landscape Then and Now

During the 1950s all the way to the mid-’90s, the media landscape was so simple. We had print, radio, out of home and TV, where an already captive audience existed in each of those channels. The big idea had the opportunity to thrive and permeate strongly across the four traditional placements. Campaigns became cultural moments because they had room to breathe and embed in people’s minds, making way for iconic ads that people still remember today. At the turn of the millennium, many changes were knocking at society’s door, including a brand-new medium that would reshape the rules of engagement for the world as we knew it: The Internet.
By the early 2000s, the internet was morphing from a new age curiosity to the most influential tool shaping society. The rise of social media turbocharged this shift—and paved the way to deviate from traditional advertising’s well-organized linear universe to the fractured landscape we now find ourselves in. Instead of being captive audiences with limited channels, audiences can now interact, respond and even influence brands across an ever-growing pool of platforms. CMOs today are faced with a new challenge: Not only do they need to cover more ground with strategically allocated budgets, but they also have to consider how audiences are engaging with their brand’s big idea in each space.

Today, a typical CMO juggles 10+ platforms, with budgets spread across digital, social, streaming, influencer marketing and beyond. While this brings fresh opportunities for hypertargeting and personal engagement, it complicates the impact of the big idea. Each platform has its own rules, best practices and audience expectations, challenging marketers to adapt without diluting the core message.
So, the question of the moment is: How can we ensure the big idea packs the same punch it once did across such vastly different mediums? It’s an evolving challenge—requiring both a strategic foundation and the flexibility to let that big idea shine in every space it touches.

5 Ways To Make an Impactful Brand Idea in 2024

1) Harness your brand’s DNA.
Illuminate what’s special about your brand and then broadcast that truth to the world.
When your story is real, it resonates with loyal fans and new audiences.
2) Don’t just disrupt. Create brand love.
Disruption grabs attention, but it’s not enough to keep it. To hold your audience close, show them what makes your brand remarkable in a way that resonates emotionally. You fell in love with your brand for a reason—share that story and watch others fall for it too.
3) Be powerful in all touchpoints.
Every ad placement is an opportunity to make an impression. By tailoring each touchpoint to fit its channel authentically, you can reimagine and maximize its impact, turning everyday interactions into powerful impressions.
4) Lean into big idea media.
A well-chosen medium can take an idea from good to groundbreaking. When media and creative teams join forces, they amplify each other, sharpening the creative edge and ensuring every placement pulls its weight. It’s not just collaboration; it’s a partnership that transforms big ideas into bigger impacts.
5) Make it a guiding light for the whole company.
When your brand idea captures the essence of who you are, everything you put into the world deepens that connection. Take REI’s “Opt Outside” for example—it’s not just a tagline; it’s a way of life. Every decision they make reinforces their ethos.

Getting to Big Ideas: How To Be an Advocate

In a world full of choices and channels, so distinctly different than the landscape we once knew, one constant remains: The power of a big idea connects, resonates and inspires. That idea needs champions—people willing to go to bat for an idea that can transcend. These champions can be found at every level of an organization; each person plays an important role in making sure the big idea stays front and center so that it survives. That’s what keeps it powerful, alive and relevant.

As marketers, we’re tasked with bringing these ideas to life across multiple touchpoints without losing their core essence. It’s about finding that sweet spot where strategy meets creativity and letting the idea breathe across platforms, reaching people in meaningful ways. When your brand’s DNA aligns with a big idea, it doesn’t just create a moment; it creates a movement that people remember and want to be part of. So, go big, be bold and let those ideas shape the culture around us.

Searching for a partner who can help you bring your next big idea to life? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.