The advertising industry has always lived and died by big ideas. But lately it seems that ideas alone aren't always enough.

Brands that stand for something bigger - a cause that people can identify with and rally behind - invariably do better than brands that don't. Identifying such a Big Ideal for a brand allows everyone who comes into contact with the brand to focus on that which is "wrong" in the brand's world and needs changing. It's an easy-to-follow guide for agencies, as well as those beyond the reach of formal brand bibles and style guides, to trumpet the cause.