Boiling your campaign down to brand=adjective.
- Blank Slate Syndrome: You start with nothing but a blank page, mixing fear and excitement as you dive into product details for that spark of genius.
- Eureka Moment: After much doubt and frustration, the perfect idea suddenly clicks, making you wonder why it wasn't obvious from the start.
- Simplicity is Key: Boil down the brand to one simple, powerful word that embodies its essence. This clarity ensures your ad cuts through the noise.
- Know Your Ground: Fully grasp the client's business and market position. This ensures your creativity aligns with their strategic goals.
Three Real-World Actionable Steps:
- Deep Dive into Brand and Market Analysis: Before starting any creative work, ensure you have a thorough understanding of the brand’s current position in the market, its competitors, and the target audience. This involves not just reading briefs but also conducting your own research—talk to customers, analyze competitor ads, and understand market trends.
- Creative Brainstorming with Strategic Anchors: When brainstorming for creative ideas, always anchor your sessions to the core strategic objectives. Use the strategy as a filter for ideas—ensure every creative idea serves the strategy and addresses the business goals. Encourage your team to think boldly but always ask, “Does this align with our strategy?”
- Iterative Review and Refinement: Create rough drafts or mockups of your ads and review them against the strategic goals. Test these concepts with a small audience or within the team to gather feedback. Refine your work iteratively, balancing creativity with strategic precision until you have an ad that stands out while being on point with your business objectives.
Example Ad:
Headline: “Your Safety. Our Priority.”
Body Copy: “At Volvo, safety isn’t just a feature—it’s our essence. Every car we design is meticulously crafted to protect you and your loved ones, because nothing matters more than getting you home safely. Discover why Volvo is synonymous with safety, and why drivers around the world trust us with their lives.”
Call to Action: “Experience the safest ride of your life—test drive a Volvo today.”
[ScotSmith.net SANDBOX](https://scotsmith.notion.site/ScotSmith-net-SANDBOX-2744ce05539b4d3d96e60ed84c32e677)