Blog — Note

Note: Do something that no one else does

Note

‘What makes you remarkable is that you do something that no one else does or you do it in a way they can’t help but talk about.’ John Morgan

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Note: See it again

Note

‘Do what you do so well that they will want to see it again, and bring their friends.’ Walt Disney

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Note: Three ways to stand out

Note

Attention is all. Everyone spends every day scrolling along through a bounty of feeds. Scrolling high, scrolling low, scrolling every which way. How can you get them to stop scrolling and pay attention to your brand? 1. Be useful Solve a real-world problem. Either relieve a true pain point in the purchasing and consumption process. Or augment the experience in a new way. 2. Be interesting Have a real perspective that’s, you know, not boring. Not shock value or cheap gimmicks, but a point of view that points the way forward. 3. Be facilitating If you can’t solve problems on...

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Note: Great creative

Note

Great ideas are more powerful than anything on earth. More powerful than budgets, more powerful than media buys, more powerful than the pins on the board. Simple, obvious and audacious. More powerful than anything.

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Note: Use creative strategy to overcome barriers

Note

If you want to be a Chief Communications Officer, be responsible for the mechanics as well as the messaging and the creative of the campaign. Find Business problem - Lost relevance with a key market? Lack of appeal? Dwindling awareness? Slowing sales?  Positioning - What is the brand purpose? What makes it distinctive? What is the cultural truth of the category that the brand exists in? What are the cultural tensions it faces? (Yes, these tensions should make you feel a little uncomfortable. It’s what you’re going to leverage.) What is the consumer insight? How do you express the purpose,...

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