There's obvious appeal in selecting a descriptive, generic brand name. But when you do, the…
BOLD CREATIVITY: Honor the Act of Creating
by Anne M. Berg
Our best creative solutions come from an emotional place within us. Sometimes through deep work that takes time. Sometimes through a sudden epiphany. Often these epiphanies have been quietly working inside of us for a long while, before they come to consciousness.
Regrettably, some brand managers rely on fast and superficial work that fails to go deep. They use the first idea that comes, even though it may not be the best idea. They cut corners and budgets, while hoping to achieve big results.
Have you ever seen a terrible ad and thought to yourself: “Gosh, I could do better than that!” Weak creative execution is everywhere. So how do you stand out in a crowd? Think: strategy, simplicity, surprise.
If you’ve taken the time to work on your strategy, please take the time to work on the execution. It’s up to all of us to honor the creative process. It’s up to you to deliver impassioned work that speaks to the heart of the matter, that touches the heart of your customer.