BREAKTHROUGH CREATIVEMAINTAINING YOUR BRAND + STANDING OUTAPRIL 25, 2017

BREAKTHROUGH CREATIVE: FINDING UNIQUE WAYS TO SAY THE SAME THING OVER AND OVER AGAIN

BRANDESSENCE

YOUTH

FREEDOM

SAFETY

VALUES

QUALITY CONVENIENCE FAMILY WHOLESOME FUN RELIABILITY CHARITY

EXAMPLE:

BENEFITS

functional emotional self-expressionalQUALITY SOLID DESIGN DURABLE CONSISTENCY

COMFORTABLE AS EXPECTED TRADITION PACK MENTALITY

‘MERICA INDIVIDUAL DOWN-TO-EARTH TRADITION

EXAMPLE:

BRAND PERSONA

Example:

Example:

Example:

Example:

Example:

AN AD SHOULD BE ABOUT ONE THING +THING BEHIND THE THING +PERSONALITY

TECHNIQUES

TECHNIQUES

• Your strengths/weaknesses • Competition’s strengths/weaknesses • The industry as a whole • The daily lives of your customers

START WITH THE TRUTH

TECHNIQUES

• 100 mph thinking • 360 degree thinking • Conflict - Who’s the bad guy? • Exaggerate the benefit • Use a metaphor

BRAINSTORMING TOOLS

FINAL THOUGHTS

• Visual style - Simple, direct, whitespace • Messaging style - Simple, plainspoken, less is more

EXECUTION

THANK YOU