Big brand ideas are priceless
In a world saturated with messages and short on attention, it’s the big brand ideas that cut through the noise. These aren’t just catchy slogans – they’re core strategic platforms that define how a brand shows up, competes and connects. They shape perception, drive preference, and fuel performance. And in a fragmented media landscape, they’re more essential than ever.
What is a big brand idea?
A big brand idea is the central organising thought that defines who you are, what you stand for, and why you matter. It’s the brand’s emotional anchor – simple, powerful, and consistently applied across every touchpoint. Done right, it becomes the strategic spine of your marketing, creative and culture.
It’s not just an advertising line. It’s your brand in a sentence.
Famous examples that prove the power
Mastercard – "Priceless"
Mastercard’s “Priceless” brand positioning has evolved into global sponsorships, experiential marketing, and multi-sensory brand assets. It’s still going strong nearly 30 years later.
Nike – "Just Do It"
More than a slogan, it’s a mindset. Nike’s line inspires action, self-belief and perseverance. It taps into personal drive, not just athletic performance – creating tribe loyalty that crosses demographics.
Apple – "Think Different"
Apple used this to align itself with creatives, visionaries and rebels. The campaign went beyond tech – it gave the brand cultural meaning and became a beacon for innovation and individualism.
De Beers – "A Diamond is Forever"
The science behind why they work
Big brand ideas work because they align with how human brains process information and make decisions. Behavioural economics offers insight into why:
- Cognitive ease: Simple, repeatable ideas are easier to process and remember – which builds trust.
- Framing: The way you present your offer shapes perception. “Priceless” made Mastercard feel like a lifestyle, not a utility.
- Anchoring: A strong brand idea becomes the comparison point in the category.
- Emotional salience: Emotional connection increases recall, engagement and loyalty.
The proof: Statistics that show strategic impact
Campaigns with consistent brand positioning and creative style achieve 28% more very large business effects, including revenue and share growth (IPA & System1, 2021).
Organisations that adopt a structured approach to brand strategy and effectiveness see a 37% increase in perceived marketing effectiveness (IPA Marketing Effectiveness Roadmap).
The Chartered Institute of Marketing confirms that clear brand positioning improves customer understanding, engagement, and ROI over the long term.
What happens without one?
Without a big idea, marketing becomes fragmented. Messaging changes campaign to campaign. Audiences get confused. Loyalty weakens. You end up competing on price, not perception.
Consistency, clarity and creative power disappear – and so does effectiveness.
At AMPD, we build brand ideas that last
Our approach fuses behavioural science, strategic rigour and creative boldness. We don’t just name brands or write lines – we define platforms that scale, adapt and perform. We start by uncovering:
- What your audience truly values
- Where your brand fits in the market and culture
- What your business needs next – and how brand can unlock it
Then we create your central idea – one that can live in a deck, a TikTok, a TV ad or a sales pitch. It becomes the heartbeat of your brand.
Need a big brand idea that wins hearts and markets?
