4. Get The big ideaL™ Brands with a big ideaL stand for more than the functional performance of the product. They have a point of view on the world. They engage with social and cultural issues. This creates more exposure through third parties, which leads to more sales. Research has shown a correlation between The big ideaL and what Millward Brown calls “brand Voltage,” a measure of how likely it is a brand will grow. The correlation holds true globally and across all product categories. The following chart ranks brand Voltage scores into quartiles: the highest 25%, the next 25% and so on. The highest 25% have a strong correlation with brands with strong big ideaLs. In other words, strong big ideaLs create high brand Voltage. big ideaLs sell 12 Strong big ideaL = High Brand Voltage 10 8 6 4 2 0 - 2 -4 -6 Quartile 4 Quartile 3 Quartile 2 Quartile 1 Source: Millward Brown, Ogilvy & Mather. In a single year, the probability of brand growth increases by over 6% for brands with high brand Voltage. Maintain the big ideaL for several years — big ideaLs are meant to last — and sales will increase significantly. 5. Penetration first Making the brand known beyond its current buyers by getting a big ideaL is not wasteful — it’s a good thing. It helps attract more customers, which we then keep via loyalty campaigns. A brand’s market share mainly grows or declines as its penetration grows or declines, so penetration comes first. 11