Set the scene quickly.
Unless there’s a reason to keep the listener guessing where the commercial is taking place, set the scene as quickly as you can (it will help the listener to imagine the situation straight away, and therefore understand the ad).
The last thing you want is for a listener to think, ‘Hang on, where am I? What’s going on?’
When an idea is translated into more than one form of communication or media it’s known as ‘integrated.’
In other words, it’s not just a big idea that translates within one creative area, it’s a big idea realized across many areas.
Or put simply, a Really Big Idea.
Less is more.
Find the right idea and be able to summarize it in just a few words.
Come up with a kickass brief and a good idea (which is the most difficult bit).
That is the secret to powerful campaigns, regardless of how much money you have.
Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy.
Emotions can make or break a brand, and once a mistake is made and you have an explosion, it can be very difficult to put the pieces back together.
The stronger the emotional territory, the longer the brand impact will be – for better or worse.
Most organizations don’t understand consumer behavior or how and why their marketing works
(or doesn’t work).