Big Idea in marketing and advertising is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers. [1]
The term "Big Idea" has been used in the works of marketing gurus David Ogilvy [2] and George Lois, [3] [4] and in a book [5] authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.