 |
|
|
Great Terrible Ideas
Posted on Friday, August 28, 2009
Category: Branding
Author: Karen Kallestad
You've read the creative blueprint, talked to the client, talked to the marketing consultant and researched the industry. You know the target audience, you know the messages that work, you know the product, its brand positioning and its unique selling point. You have everything you need . . . except an idea.
Then you get one of those great "Eureka!" moments that creative types live for. Dancing pigs . . . in hats! What a great idea! The creative director's debating hat styles. The graphic designer's sketching jitterbugging pigs. The video director's thinking about music for the animated TV ad. This why we work in advertising! We love this! Then, inevitably, you have to ask the big question: "How does this serve the brand?"
Your great idea may be clever, original, funny, charming, endearing. But if it doesn't serve the brand, it's not a good idea. The point of advertising isn't to make great ads. It's to create a connection between the audience and a product, service or idea. In the short term, it maybe about raising awareness or increasing sales. In the long term, it's about building the brand.
|
|
|
| You must login to be able to post comments. |
|
|
|
|
|
|
|
|
