Today, more than ever before, the largeness of the brand’s idea and role have become critical. At the heart of these are large insights, that go way beyond your category, yet are category relevant. If you limit your insight hunt within the confines of category, you risk unearthing insights and ideas that are too small to be compelling. Stuff that would fail to have relevance, longevity or find under the skin connect.
Look at the example below and see how this can be used to make ATMs relevant to small-town India, where we unearthed this insight from.