Big Ideas Are Made Better by Organizing Ideas

Most of us have worked to either help come up with that awesome ‘big idea’ or perhaps support a big idea after it’s been created and sold. The purpose of a big idea is to get consumers to look up and think, “Wow, that’s amazing!” So, of course this is still a necessary component in marketing today. 

Storyscaping helps pinpoint a new type of idea that has the ability to help define how your brand interacts with the consumer. We call it an ‘Organizing Idea’ and one of its main purposes is to organize the connections between the consumer and the brand story in a way that builds emotional association and inspires behavior. Think of it as an idea you use to curate your content and tactics around. It’s an idea platform to consolidate your communications plan, experiences and actually drive your entire strategy. An Organizing Idea acts as the script by which your players (employees, vendors, partners, stakeholders and consumers) follow - it directs them on how to best contribute to the whole project, bringing new ideas and experiences.

““an Organizing Idea should help guide the construct of the experiences””

We dig deep to gain insight into consumers because insights give us a way of looking at and expressing an emotional territory that we may be able to bridge between a brand and a consumer. The role of an Organizing Idea in relation to insight is that an Organizing Idea should help guide the construct of the experiences that help build a brand-consumer relationship and an emotional connection. But realize, an Organizing Idea can't do that on it's own because it's not something a consumer connects with -they can connect with the experience that we build around the Organizing Idea.

The right Organizing Idea is something that helps you to say, ‘ok, I can understand how we can tell a story about that, how I can build an in-store experience against that, what we’re going to do in social around that, what we’re going do with ads, what sort of site and experience we are going to create, and I can even confirm that we have the perfect big idea.’ With the right Organizing Idea you’re able to keep focused and aligned. You will continually recognize that there must be one strategy - rather than a strategy for social, a strategy for events, a strategy for digital, a strategy for public relations. No,there’s just one and it’s all directed by the Organizing Idea. An Organizing Idea is a strategic input and sometimes, it may also be a creative expression. Even the very premise of what content you create, curate, or associate can be enhanced by leveraging it against an Organizing Idea. It’s a powerful concept that unlocks great effectiveness in how your story is told, delivered, engaged with, and experienced.

These are brief descriptions for the reasons why we consider the Organizing Idea to be a key to unlocking the power of Storyscaping and successful marketing. For more in depth discussion and examples of effective Organizing Ideas, read Storyscaping - Stop CreatingAds, Start Creating Worlds.