Brand X is about to launch three products. The client however does not know what theme would be great for the launch. Since the clients don't know how to launch it, then it's the creatives job to propose a theme.
Now, the real problem is - what would be the perfect theme for the product?
Fact 1: There are a number of brands out there that have the same capability as brand X
Fact 2: If there is nothing to say then what do we show?
By Rae - The Guy Sipping a Guiness Draught
Now, the real problem is - what would be the perfect theme for the product?
Fact 1: There are a number of brands out there that have the same capability as brand X
Fact 2: If there is nothing to say then what do we show?
By Rae - The Guy Sipping a Guiness Draught
3 comments:
Fact 1: There are a number of brands out there that have the same capability as brand X
Fact 1.1: nokia, motorola, siemens, lg, samsung, blablabla
Fact 2: If there is nothing to say then what do we show?
Fact 2.2: hellomoto
That's why we have this thing called 'Branding'.
it's not about the capability or attributes of the product. Ie: beer.
It's about the persona of the Brand. And a differentiated persona is best.
If there's nothing to say... err, what's the problem?
That's why clients come to ad agencies. That's why creatives are paid huge bucks.
And if there's no brief, well, it's like going commando - some people love the liberation, others panic. I say, it's nice once in a while ;)
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