A master idea is the central Master Idea which brings the brand positioning to life for consumers.

How do you use it?

A Master Idea is used across channels and over time to unify, integrate and achieve synergy between activities.

Why is it important?

A consistent Master Idea used over time delivers
• Greater cut through
• Deeper engagement
Which makes Communications spend more effective

Linkage between Brand Idea, Master Idea, Campaign Idea and Execution