Brands often assume that because an idea is shareable then people will share it. Not so. Each idea should be ‘social by design.’ The question you should ask yourself isn’t, ‘Why would someone share share this?’ The question… Read More

You can’t ask people what they want; most people don’t know or can’t or won’t say how they feel. Brand Jam by Marc Gobé

Be stubborn about your goals, but flexible about your methods. (via happyasatree)

Always finish with a conclusion. This must be short (no more than 100 words) and should be an at-a-glance overview of the proposal. It allows those who can’t be bothered to read your entire document to have it… Read More

People can associate colors to fragrances; an important insight when designing packaging. Brand Jam by Marc Gobé

Intuition is the use of patterns you have already learned, whereas insight is the discovery of new patterns. Gary Klein

Some of the more pervasive and powerful things possible in interactive media are small, rich ideas slowly eat their way through the network. Advertising Concept Book (Second Edition) by Pete Barry

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this; you need all the ideas you can get. David Ogilvy (via Daanish Siddiqui) 

Being scandalous might work on occasion, but it’s not a strategy; it’s despiration. The outrageousness needs to have a purpose, it needs to be built into the product. Purple Cow by Seth Godin

Clients have a habit of failing to explain the stuff that to them is grindingly obvious. They are quick to accuse designers of failing to understand their business, yet they often make the mistake of not explaining what… Read More

When writing down their own strategy statements, many amateurs tend to put down too broad an age range. Advertising Concept Book (Second Edition) by Pete Barry

Rarely will you be targeting someone exactly like yourself. A strategy or concept that might not appeal to you could really appeal to your target market, and vice versa. You must therefore learn to ‘wear different hats,’ to… Read More

The more you understand the people you are talking to, the more relevant and persuasive your advertising will be. In the industry, the target group is defined through extensive market research. The audience can be general or specific…. Read More

Do you have a USP or are you going to do branding? If you have a Unique Selling Proposition, then this is clearly the best benefit to go on. You have to have something that people want, not… Read More

Often the objective of an advertising campaign is to solve a marketing problem. This problem may stem from consumer’s misconception or ignorance about either the product or the service itself, or the entire product category/market that it is… Read More

The better you are briefed, the easier your job will be. A poorly defined, vague brief is no use to a creative person, nor is a highly specific one that restricts the number of ideas. Advertising Concept Book… Read More

When people suggest that an idea is ‘off strategy,’ they mean that it doesn’t relate back to the defined strategy, and will therefore be much harder to sell the idea. By having a strategy statement at hand, you… Read More

All strategies should be written in the form of a strategy statement, also known as a ‘creative brief.’ In simple terms, the strategy statement outlines the way the product is to be positioned (or repositioned) within the marketplace…. Read More

What helps you think? Simply absorb yourself in anything and everything: movies, poetry, photography, art, novels, newspapers, current events, sports, etc. Without question, the best advertising people are renaissance people. Advertising Concept Book (Second Edition) by Pete Barry

Good or bad, ads are an intrusion into people’s lives. The average person in an average city on an average day is exposed to a staggering 5,000 ads. At best, we only remember the great ones, and, perhaps,… Read More