This big idea is a port that connects a brand to the consumer. It is a platform that helps the brand find a place in consumer's heart.
A strong Big Idea is media neutral, captures the brand essence or the emotion through which the brand wants to build a relation with its consumers. Taylor and Hatch in their book "rigorous magic" explain the communication strategy funnel including Brand Ideas, Advertising Ideas, Conceptual constructs etc. This note is adapted from the propositions given in their book but is modified to Indian scenario.
Essentially, a communication plan has the following
Brand Idea/ Big Communication Idea: The port that connects a brand to its consumers and helps communicate the core brand value. The brand idea confirms with brand positioning and may even emerge from it. However, the big idea can change even without any change in positioning, to rejuvenate the brand or to own a different emotional space in consumer's mind.
Contextual Constructs: “When and Where of the communication”: They do not influence the content but are subtle reinforcement to brand essence, advertising or activation ideas. They help to create engagement and participation from consumers.
In the above example, the success of brand Saffola, in terms of creating the TOM recall and strong purchase intention is reflective in focused, simple and single minded communication strategy.