What is Big Think?  

We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

Big Think Features:

12,000+ Expert Videos


Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers


Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge


Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more
With rendition switcher


Martin: One of the most powerful things that I think this research points to is the absolute importance of the brand, because the brand is what allows somebody to make a shortcut. Brand formation is very difficult. Branding is probably one of the most successful things marketers ever came up with. The idea that, you know, people will be able to make a decision that might not be very complicated. I mean is like buying a flat-panel television. You know, do I do plasma, do I do LED, do I do, you know, or do I wait for a new technology, do I do whatever. But, what happens is you go, oh, it’s a Sony so that’s [got a row] with Mitsubishi, or it’s a Panasonic. And so, when you start looking at let’s say a new manufacturer coming into that space, you know how do they claim space. What they’ll normally do is they’ll pick something like maybe low price. And so, where some people are going to come in and shop off our brand, other people are going to come in and shop off with that low price. It’s going to be kind of like a shortcut decision. Oh, well, you know, that’s one is $1000 less, so, you know, I’ll buy that one. And that the amount of that, the distance between that, you know, that entry price and what the other guy’s charging is really the value of the brand. And then once you’ve create that brand, you know, that entry point, then you’ve got to work your way up. And it’s like the Korean automobile manufacturers, you know, as they’re trying to create that brand equity in the United States, you know, they are really pushing hard at, you know, more quality, but it was hard for them, so they came out with, you know, 100,000-mile guarantees and, you know, warranty. So that was their way of kind of appealing to the conscious brain’s concern, so that the unconscious brain could actually get in there and automate that decision.

Neale Martin on Branding

Newsletter: Share: