The Craig Douglass article this week in Media Post's Marketing: health blog was a refreshing…and inspiring read. We love the challenge to summon one’s courage, dare to be creative and go big. Importantly, he also observes the importance of the process. We frequently see people wanting to hurry past the up-front work needed to get to a creative strategy that can help ensure the success of a great creative product. Take the time to get the guidance right. Apply important tests to the strategies identified, e.g., is main idea relevant to audience? Is it easy to communicate? Is it sustainable? When satisfied, let the creativity begin!
Articles in recent advertising journals and blogs on the subject of common brand problems serve as a reminder of the importance of fundamentals. At the top of the list of issues often appears something like, “No one in the organization has a solid understanding of the brand's consumers or their needs.
For those who wonder (and worry) about the influence of branding on business performance…the Blake Project article in the link below provides an impressive listing of many studies on this important subject. We see studies from time to time, but seeing all of them in one listing is truly impressive!
Debra Giampoli’s perspectives and advice on the agency selection process expresses perhaps the most sensible approach for all involved. In a “perfect world” it would make great required reading for all client communications managers as well as agency managers. It’s truly amazing how prevalent the old “go to” process she discusses is still in play…and how people really think a “magic bullet” will result. Realistically, the difficulty of changing client attitudes and practices in this arena probably approaches the level of “turning a battleship with your bare hands.” However, we should keep trying. It’s a crusade wherein all parties win by employing better practices. http://www.trinityp3.com/2014/08/creative-agency-shoot-out-selection-process/
In today’s world, the media options available for marketing messages are overwhelming in number. And, it seems that there’s a “hot new thing” popping up almost weekly that adds to the complexity when trying to make the right media choices for your product or service.
Many marketers today experience the bulk of their interaction with new customers online. But getting them to your online location often requires the careful integration of traditional and digital media...