The Big BAM! Theory™

Great advertising ideas often seem to come out of nowhere: BAM!

All of a sudden, a new branding campaign changes the dynamics of the whole market. At Burgess Advertising & Marketing, we've spent more than 20 years developing a unified Big BAM! Theory - and making it work for our clients. For example:

• Positioning Mercy Hospital at the heart of healing;
• Making Maine Bank & Trust a maine bank for maine people; and,
• Creating a highly articulate cartoon "spokesbulb" to help Efficiency Maine fight high energy costs and global warming.

Big BAM! ideas cause clients to ask, "How the @#?*&! did you ever think of that?" But here's a little secret your ad agency may not tell you — if they even know it: getting to the BAM! takes a lot of hard work and discipline.

At Burgess, Big BAM! ideas lead to the evolution of your brand through four critical stages:

Understanding the Universe — We begin with a comprehensive assessment of your current brand, asking smart and sometimes tough questions to better understand your world, your product or service, your customers. Depending on what we learn — and how many unanswered questions are revealed — we may bring in the scientists to conduct additional qualitative or quantitative research to more fully define the space in which your brand exists.

Expansion of Ideas — During this phase, we employ a creative technique we've perfected over more than 20 years that send ideas flying, crashing, expanding — BAM! During this phase, each kernel of an idea explodes into a universe of options for creative directions, themes, messages, designs. It's a high-energy process that's not for the faint of heart!

The Big BAM! — This is where the magic really happens, when the strategy we've developed through our information — gathering and the creative ideas we let loose during expansion collide into something bigger than themselves — a marketing plan that matches clever ideas with clearly defined objectives, audiences, markets and tactics and is designed to get results that are meaningful to your business.

Motion Detection — The universe never stops. Markets continue to grow, shift, rebalance. Products cycle up...and down. Your organization is in constant motion — growing, changing, adjusting to new market conditions. To ensure that your brand keeps pace, the stages of the Big BAM Theory are equally dynamic.

During the Motion stage, we test and retest our marketing theories. We measure results, we evaluate effectiveness, and we make adjustments accordingly. As your business grows and changes, our marketing plans grow and change with you.

To put The Big BAM Theory to work for your organization, call Judy Katzel at (207) 775-5227. We'll prove that science — the science of marketing, that is — can be fun!