Rule 1 (to break): Create for Millennials.
The $200b-spending 18-34 year-old does shape marketplaces, as the Baby Boomer still does. But, in trying too hard to be au courant, you may fall into an old rut of pigeonholing and demagoguing on demographics. Millennials are, as human beings tend to be, a beautifully messy, mixed bag of, well, humanity. As George Moreira, global digital strategy+planning director at Blast Radius, put it: “…millennials…intuitively understand that brands are not vital, but incidental, to what matters in their lives.” Look at the colorful, intertwined, contextual strands of the Person between the impersonal big data points. Even with all our differences, we humans will listen to a good story. Be vital, not incidental, to what matters in our lives.

Rule 2 (to break):  Make it More Human. 
One word can matter: make. If you start with the idea of having to “make” something more human, you’re already down the rabbit hole of making it feel less than human. Instead, try this: Under the universal rays of your Brand Position, draw a straight line from brand to customer. On that line, simply write the words, maybe the core values, that your brand stands for (e.g., truth, trust, purpose, value). The words, the culture, that grow the authenticity of your Brand Position. Then you can go crazy-smart to create brand-differentiating experiences to bring those words, your values, to remarkable life.

Rule 3 (to break): Present a Bunch of Options and Let ’em Pick One.
Steve Jobs’ said about the designer he hired, Paul Rand, “I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you. And you will pay me.’” (Which he did, and Jobs did.) Ok, so maybe that’s a great story that you can’t or won’t always be able to replicate. Still, the lesson is a good one: break Rule 3 by first looking at those bunch of concepts yourself or with your creative team. Then, pick and present just the one that best solves the problem and reflects your brand position and values.

Rule 4 (to break): Just Do It.
Not if just doing it doesn’t quite do it right. I’m going to take it that you’re a professional who negotiates and meets a deadline. But, you’re building an idea, and ideas don’t always live on a linear timeline. The world and time impact you in a mysterious, unpredictable randomness of ricocheting ideas that come together in one great creative solution. Hey, you’re the expert at this keeping-it-weird process — so, be the master of it.  Don’t stop at the concept and execution. No handoffs to other departments without you being “in the room” ( First 3 Marketing Plan Rules (to Break ). More good advice from George at Blast Radius: “Get out of the campaign mindset, which can create artificial constraints that stifle creativity….develop a suite of creative ways to earn attention and distribute those engagement tools over an extended period of time. Brands and sustainable business results are built over time.”

Rule 5 (to break): Don’t Be So Full of Yourself, Move onto the Next Project Already!
You just built a beautiful thing that will serve the many. Absolutely make time to be absolutely full of your…Self. Your “self” is what fed the crazy tenacity to create the concept. Even if you aren’t a fan of The Fountainhead or Ayn Rand, maybe, as a creative being, you’ll find a nugget of truth, trust, purpose and value in Howard Roark’s impassioned case for being Self-ish (Howard Roark: in praise of the Self)

So, hey, regarding the trilogy of posts on CreativeBranding and Marketing Plan,
do you, too, have this passion to create from what you need to break?


Latest Update: Jan 19, 2018