What ever happened to the Big Idea?

For decades, the Big Idea was the backbone of advertising.

During university, it was the one thing stressed to us to learn how to do right. The singular, powerful concept that drove campaigns and turned brands into cultural moments. If you could ace this, you were a class act. Destined for greatness in ad-land.

Think: Just Do It, Got Milk?, Think Different.

These are ideas so strong, they've transcended advertising and now exist as everyday language. But somewhere along the way, the Big Idea got reduced to a tagline. The industry became obsessed with short-term performance marketing, hyper-targeted ads, and optimisation. Creativity took a back seat, and in its place, we got a sea of forgettable digital noise.

So, is the Big Idea dead? Not quite. It’s just evolved.

We need to understand that the modern Big Idea isn’t just a singular campaign or tagline —it’s the whole brand itself. Today’s best brands don’t rely on a one-time concept; they craft an ongoing personality that consumers engage with daily. Instead of a single moment, it’s an always-on strategy, a living, breathing entity that shapes culture and conversation in real time.

Case study: Liquid Death

The brand sells much more than canned water. It’s selling a rebellious, anti-corporate, punk-rock attitude. Its Big Idea isn’t a tagline. It’s the entire brand’s personality. From its dark humorous tone to its commitment to sustainability, Liquid Death doesn’t need traditional campaigns. Every piece of content they put out reinforces their brand’s irreverent DNA.

Case study: Nike

Nike’s Just Do It started as a campaign but evolved into an ethos. It’s no longer just a slogan, but a guiding principle for everything Nike does. From athlete partnerships to social justice initiatives, Nike’s personality is one of inspiration, pushing boundaries, and championing movement. Their campaigns are just extensions of that larger identity.

Case study: Duolingo

Everybody knows the brand's chaotic social media presence, fueled by their mascot Duo. This green owl's shenanigans have made the company one of the most followed brands on TikTok. Instead of one big campaign, they’ve built an entire persona that keeps people engaged far beyond their app.

If the old Big Idea was about crafting one iconic campaign, the new Big Idea is about building a brand world—one that consumers can step into and interact with daily.

Here’s how brands can embrace this shift:

1. Think beyond campaigns. Build a personality that can sustain long-term engagement.

2. Be consistent but adaptable. Your brand identity should be strong but able to evolve with cultural shifts.

3. Engage with your audience constantly. The best brands today feel alive because they’re always in conversation with their consumers.

4. Take risks. Bold, personality-driven brands stand out in a sea of generic marketing.

The Big Idea isn’t dead—it’s bigger than ever.

It’s no longer just a campaign; it’s the glue that holds modern brands together. And in a world where attention is fleeting, brands that embrace this evolution will be the ones that truly last.

-Sophie, Writer