Tag: creative

HomePosts tagged “creative”

Five Creative Rules (to Break)

Rule 1 (to break): Create for “Millennials.” The $200b-spending 18-34 year-old does shape marketplaces, as the Baby Boomer still does. But, don’t let them shape your creative concept. In trying to be au courant, you may fall into an old rut of pigeonholing by demagoguing on demographics. Millennials are, as human beings ...

Three Marketing Plan Rules (to Break)

  Last time we met, we busted up some branding rules “Three Branding Rules (to Break)” Still pumped? Good. Let’s put a healthy hurt on Three Marketing Plan Rules: Rule 1 (to break): Create the Marketing Plan Before Getting Creative Involved. Nah. Don’t wait. Break this rule. Break its door down ...

Wait Till I Get My Hands On You

“What we need is a pair of hands.” To the creative being, reducing the process to just that, a pair of hands, is like thinking of the ballet dancer as a pair of legs. Or seeing a piano player from the wrists down, fingers reflected in the Steinway logo. But, wait, ...

Define Brand Strategy and Strategist

Strategy is the single driving cue. With this cue, you have a clear direction. It lights the way. Sets your tone. Ensures the feel. Drives nuance. It changes habit and creates craving. There is only one strategy. All else are tactics that support it. You can decide to revise a ...