creative brief | How to Shape Human Behavior

How to Shape Human Behavior for Advertisers

TABLE OF CONTENTS How does the advertising process work? I want to hire a professional. How can I tell the good from the bad? What misconceptions do brands commonly have about marketing? Branding Strategy Business Models Products, Services… Read More

Posted on May 11, 2020 by Joshua Smith

advertising, amazon, branding strategy, business models, copywriting, creative brief, crm, featured, human behavior, joshua smith, marketing, packaging design, public relations, social media marketing, strategic planning

66. Julien Chesné on When Good Visuals Meet Bad Ideas & Why Consumers Don’t Have Misconceptions

Art Director for JWT, Julien Chesné has +8 years experience working with brands to build powerful advertising campaigns.

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Posted on January 1, 2015 by Joshua Smith

advertising, art directors, bmw, bouygues, creative brief, creative directors, france, interviews, men, nestle, paris, Reporters Without Borders, total, toyota, Track 6 Become independent

Constantly chopping and changing your specialty will hinder your success. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on August 2, 2014 by Joshua Smith

advertising, branding, communication, competitive advantage, creative brief, emotional branding, expertise, innovation, inspiration, marketing, misconceptions, sir john hegarty

Too many creative people think they don’t need to specialize, that they can have lots of ideas in lots of different subjects all of which are going to be great. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 31, 2014 by Joshua Smith

bbh, branding, business model, creative brief, creativity, entrepreneur, expertise, graphic design, illustration, influence, innovation, inspiration, misconceptions, packaging design, persuasion, product design, sir john hegarty

It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion. You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good…. Read More

Posted on July 29, 2014 by Joshua Smith

bbh, competitive advantage, creative brief, creativity, fashion, graphic design, illustration, industry analysis, innovation, inspiration, music, packaging design, photoshop, product design, sir john hegarty, video

More often than not coming up with a great idea is a rollercoaster ride of thoughts with no logical progression; ou lurch from the interesting to the absurd to the good back again to the absurd. Hegarty on… Read More

Posted on July 28, 2014 by Joshua Smith

advertising, bbh, creative brief, creativity, innovation, inspiration, philosophy, sir john hegarty

To create great work you should be making up your own beliefs as you go along, changing them one day to the next, always pushing against the boundaries of current thinking, trying to escape the confines of conventional… Read More

Posted on July 27, 2014 by Joshua Smith

advertising, bbh, behavioral economics, cognitive bias, communication, creative brief, design, fashion, graphic design, heuristics, illustration, packaging design, philosophy, product design, sir john hegarty, typography, web design

Without inspiration, our creativity dries up and we start repeating ourselves. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 21, 2014 by Joshua Smith

advertising, bbh, creative brief, creativity, innovation, inspiration, marketing, misconceptions, sir john hegarty

Getting noticed is a prerequisite of any good idea. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 19, 2014 by Joshua Smith

advertising, competitive advantage, consumers, creative brief, influence, inspiration, marketing, misconceptions, persuasion, photography, press release, public relations, sir john hegarty, social media, social networking, web design

Stay open to new ideas, new places, and new people will feed your creative soul. Lack of inspiration may be just another way of saying lack of experience. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 18, 2014 by Joshua Smith

advertising, bbh, branding, business model, communication, competitive advantage, creative brief, creativity, design, emotional branding, graphic design, illustration, innovation, inspiration, marketing, packaging design, photography, product design, sir john hegarty, social networking, typography, web design

Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two. Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their… Read More

Posted on July 15, 2014 by Joshua Smith

advertising, art, artists, communication, competitive advantage, creative, creative brief, influence, juxtaposition, marketing, packaging design, persuasion, photography, product design, sir john hegarty, viral marketing

If it’s a race to get into minds and stay there, then it’s the artists who make their points faster, smarter, and more thought-provoking that will be the ones who succeed. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 14, 2014 by Joshua Smith

advertising, art, artist, bbh, business model, competitive advantage, creative brief, creativity, graphic design, illustration, influence, innovation, inspiration, persuasion, photography, sir john hegarty, typography, web design

When you are intent on putting a great wrong right, creativity will often exceed all expectations. Out of conflict comes purpose. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 12, 2014 by Joshua Smith

advertising, bbh, business model, communication, conflict, creative brief, creativity, disruption, entrepreneur, innovation, inspiration, marketing, sir john hegarty, social good, social media, web design

When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’ That is why a brainstorming session is a complete and utter waste of time for the truly creative person. Creativity… Read More

Posted on July 10, 2014 by Joshua Smith

advertising, bbh, branding, creative brief, creativity, emotional branding, graphic design, innovation, inspiration, marketing, misconceptions, persuasion, photography, sir john hegarty, typography, web design

You can’t be good at everything. The skill is to work with someone who is good at what you are not. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on July 9, 2014 by Joshua Smith

advertising, bbh, communication, competitive advantage, copywriter, creative brief, design, graphic design, graphic designer, guerilla marketing, illustrator, innovation, inspiration, marketing, misconceptions, packaging design, product design, public relations, sir john hegarty, video, viral marketing, youtube

The research interview process does more than merely ignore critical components of why people behave as they do, it changes how and what they think. Consumer.ology by Philip Graves

Posted on July 5, 2014 by Joshua Smith

analytics, behavioral economics, business model, cognitive bias, consumers, creative brief, customer relationship management, heuristics, marketing research, misconceptions, philip graves, strategic planning

Snap judgments and rapid decisions often lead to poor work. The ability to stand back from your thinking and give it what we call ‘the overnight test’ is essential. Unfortunately, we live in a world today that too… Read More

Posted on June 29, 2014 by Joshua Smith

advertising, bbh, business model, competitive advantage, copywriting, creative brief, innovation, inspiration, marketing, public relations, regret, sir john hegarty, social media, viral marketing

In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles: Art directors think visually. Writers think in terms of narrative. Hegarty on Creativity by Sir John… Read More

Posted on June 26, 2014 by Joshua Smith

advertising, bbh, business model, competitive advantage, copywriter, copywriting, creative brief, creative director, creativity, graphic design, innovation, inspiration, journalism, marketing, print adverting, public relations, sir john hegarty, storytelling

At the foundation of any great idea is the truth, and the most powerful force of creativity. Hegarty on Creativity by Sir John Hegaty of BBH

Posted on June 24, 2014 by Joshua Smith

advertising, bbh, branding, communication, competitive advantage, consumer loyalty, creative brief, creativity, customer relationsihp management, emotional branding, innovation, inspiration, marketing, misconceptions, persuasion, sir john hegarty

Any great work, regardless of medium, is almost certainly expressing a distinct point of view. But if that point of view doesn’t contain a truth, then you can bet that the work’s impact will be fleeting. Hegarty on… Read More

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Posted on June 15, 2014 by Joshua Smith

advertising, bbh, branding, creative brief, emotional branding, graphic design, innovation, inspiration, marketing, misconceptions, persuasion, print advertising, sir john hegarty, social media, web design, youtube

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