Posts Tagged "creativity"
When Dads’ brand became Daddy Cool!
Not surprising that every new generation wants to shed the brands that resonated with their Dad/Mom and align themselves to those that speak their language. It’s toughest for those brands that wear their image & personality on their sleeve, to keep the fire alive. In the midst of that are scores of other brands that manage to stay evergreen. It’s definitely innovation in product and fresh consumer roles, that keep the new ‘NEW’ for decades.
Am sure we all know a few that have defied time…continue to shine bright. Managed to stay relevant & desirable. And more importantly, created a fan following across ages. What I have today is a mini take on some such brands that have managed to keep the cool factor despite age.
OLD SPICE (PERSONALITY REHAUL)
After the Gilette & Axe…
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Is your creative brief tuned to creating brand wealth?
Pompous as it may sound, the start of any creative brief must state the business objective. If it doesn’t, junk it this very minute. Because it is the one point in the working of a communication company, where the business, strategic & creative disciplines meet on a common ground. And toppling the very reasons these silos were created I’d say that without due diligence done & respect given to the marketing ambition, these disciplines have no reason to exist.
As an extended arm of the marketing team and possibly as the truest custodian of the brand, communication partners need to re-consider their approach to the brand building process. All too often collaboration in its truest sense is missing. Which means inspiring market traction, cannot be the problem of one or two disciplines but all owners…
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Is longer really better? A ringside view by Charles Victor, NCD
Advertising and words – it was a love that seemed to last forever.
Then Mr. Jobs came along with a fancy looking machine and before you could type ‘double click’, young art students airbrushed away the written word from advertising.
Make no mistake; everyone (including my 89 year old great-grand aunt and myself) loves pictures. Especially if they tell us a clever story. And some of my favorite pieces of advertising include many such visual stories. Visual stories are great but their older counterparts have a magic that a picture can never perform.
The ‘no-copy’ ad doesn’t give me an alternative. It doesn’t let me complete the rest of the picture/story in my head. It doesn’t always let my imagination get involved in the piece of work. I see it, consume it and go ‘wow,…
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