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The Creative process must encompass several attributes. The size, industry and state
of the company must be fully understood before any creative can be developed. Our
creative process begins with a discovery phase, the discovery phase helps us to define the unique selling propositions.
Once the USP's are defined and clearly understood, the planning and creative style
is developed . The Creative Planning phase will communicate the positioning
statements in a variety of ways, positive, negative, factual, sexual, lifestyle,
abstract, comical, or a truly unique unorthodox way.
Once the creative process is refined and approved by the key stake holders, the validation
process begins. The ideas are presented to the target audience an helps us to to gauge response and gather
feedback. This means, we sometimes have to sacrifice the " cool idea"
for something that is better understood and works. The
answer to creative is not what we always like or what we think, but rather what engages our audience.
Validating the creative will minimize any confusion or misinterpretation of the
concept and provide you with a better understanding of what your audience responds
to. Deployment of the idea will depend on budget and goals, this is different for
every company.
The ultimate goal of branding is to become synonymous with a particular product,
service or message.
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