Creative Briefs that miss the inclusion of strategic information are really just about assignment facts. Work gets done because there is a due date. But it’s not as good as it should be. And people are unhappy.
The competition in your creative strategy is not necessarily your sales competitor. And making that decision can have a huge impact on the message. Think about what the target audience might really be doing instead of choosing to use your product or service.
Many people watch the Super Bowl for the advertising. Yet they claim they hate advertising and skip over it with their DVR’s. What gives? Maybe brands should take a lesson from Super Bowl ad viewership.
There is something called a “Campaign Idea,” and it’s really important to the success of the communications effort. It is the creative idea that lets a campaign continue under the same strategy. What it is and why it’s important.
In the absence of a written, defined creative strategy, one always exists. It is in the form of the creative execution. The headline, copy and layout portray a strategy. That’s why creative people actually prefer working with a strategy.
Geico advertising violates all the rules about brand consistency that schools teach you. Or do they? There are two sides to this argument.
The Apple advertising – “Designed by Apple In California” – shows that, for the first time, Apple is scared. No longer are they the juggernaut of Steve Jobs. They are just another brand. And – boo! – Samsung and others are making life scary
Inconsistent communications efforts are often due to one thing: a lack of an agreed upon and understood strategy. Get that part right and the work will be both better and more consistent.