In today’s highly competitive, noisy marketplace, breaking through the clutter
and getting your brand noticed is extremely challenging. Messages bombard
us: from the bottom of golf cups, flashing on ATM screens, and even posted
over urinals (so I’m told). So how do you make a great brand in an age of
information overload? Create a big bang!
At its core, a big bang idea takes the spotlight — too outrageous, too different,
too polarizing to go unnoticed. A big bang helps a brand explode into the
marketplace virtually overnight. Its huge multiplier effect generates buzz
and talk value and makes the brand part of the culture. A big bang creates
an ever-expanding universe for a product, turning an occasional user into
a fierce brand loyalist. AFLAC is a great example of a great brand, growing
from 3 percent to 91 percent awareness in a record amount of time with the
introduction of the AFLAC Duck. Perrier, Starbucks, and Federal Express are
other examples of great brands, because they forever altered the landscape
by creating a new way of thinking about a product or service.
