Posted in Brand Communications, Brand Thinking, Creative on 10. Feb, 2011
With ‘ideas’ being a dominant currency and in fact something that agencies are able to sell as a separate offering to execution; more thought and clarity is needed around the distinction between a strategic idea (a strategy, a strategic direction, etc) and a creative idea (creative territory, creative platform, etc). Having read and enjoyed this, [...]
Posted in Brand Thinking on 06. Jan, 2011
Nicolas Moerman’s deck on ‘Why Planners and Creatives should become best friends’ brilliantly explains the difference between a strategic idea and a creative idea, with loads of perfect examples.
It’s great, you should have a look: http://bit.ly/eGDhps
Moerman offers a definition of a strategic idea, what it always is, always has, what it can do (seriously, it’s [...]
Posted in Brand Communications, Brand Thinking, Creative, Digital, Marketing, Social Media on 27. Jul, 2010
(Originally written for and published on the Headstream Blog…)
Yes, it’s a great concept, yes, the simplicity is genius, and yes, it demonstrates sound channel selection and a smart approach to engaging with celebrities, influencers and the likes of you and me in equal measures. Loads of ticks in loads of boxes, but if I had [...]
Posted in Brand Communications, Brand Culture, Brand Thinking, Digital, Social Media on 13. Jul, 2010
People look to brands as identity resources – as bits and pieces that all contribute to building a sense of themselves and how they wish to be seen by others. People also tend to align themselves with brands that stand for similar values as them, or, of course, values that they aspire to stand for. [...]
Posted in Brand Communications, Brand Thinking, Digital, Marketing, Social Media on 11. Jun, 2010
Reading back over my last couple of posts with a mixture of pride and recoil, I realised that my perspective so far on the relationship between brands and digital media has been a little bit rosy. Inspired in part by a brilliant post from @Tom_Messett, I concluded that if I’m going to be blogging about the [...]
Posted in Brand Thinking, Digital, Marketing, Social Media on 08. Jun, 2010
Many aim for true integration when it comes to advertising campaigns. Some might argue that this is becoming harder with the increasing number of effective and measureable online channels available; others maintain that the best online campaigns will include an element of offline activity. Here’s my two cents…
Consider senses: Online only calls upon two senses [...]
Posted in Brand Thinking, Digital, Social Media on 17. May, 2010
A thought provoking debate sparked by a keynote talk at the TFM&A in February keeps rearing its head in discussions with clients and colleagues alike – should marketers and business owners should embrace uncertainty, rather than embark on the long and arduous pursuit of predictability? I’m unsure whether I agree with Craig Mawdsley; Head of [...]
Posted in Brand Communications, Brand Thinking, Creative, Digital, Marketing, Research, Social Media on 25. Apr, 2010
So who am I and how does this pertain to what I’ll be writing/blogging/waffling about? It’s good to be concise, so if I can answer this in less than 100 words then I’ll consider this my first blogging success! Here goes…
I’m an account handling, business developing, project managing, plannery type working in a strategic brand [...]
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