When hiring creative talent, many agencies focus on their experience in a specific industry. This is useful for daily tasks but can sometimes limit options when it comes to creative strategy.
The creative process is relatively invertible and excels best when the incubation process sheds a new light on the industry's specifics, and shifts the vision from what’s seen while hanging around in a maze to bringing new insight on the turns that have been taken for granted by those who walk the maze every day.
This brings us to the Illumination process, something we will discuss in a future post.
Conceptual branding isn't industry restrictive:
When a creative director pitches a business that motivates them, the first thing to understand is that they are offering their ability to decompartmentalize the specifics in order to conceptualize and envisage.
A creative director doesn’t pause to argue the importance of covering the specifics, just like we don’t need to argue how crucial clean water is to growing a healthy plant. It is common creative sense and at the root of the creation process.
When looking at a brand's growth, it’s those who step outside of the box that are able to examine its strength and challenges, and strategize around expanding the limitations. If an agency has no interest in this process, who they really need to hire is a creative manager instead.
Being able to save space for innovation within an industry that has a list of set regulations is something to respect in a company. This is what plants the seed for new possibilities for that industry. #ThinkingForward
The creative process happens in that space that is industry permissive, not restrictive.
We would love to hear your opinion in the comments!
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Our brains are wired for efficiency. They take pieces of information from our past and project them onto new things we're learning about and exposed to.
The "neuro" in neuromarketing is tapping into the medial temporal lobe where deep memories reside, to awaken needs, measure engagement, affect behavior and drive consumers to hit the "buy" button.
Neurobranding on the other hand is to appeal to the part of the brain where creation happens, forming new synapses (neurotransmitter) by adding insight to the cumulated pieces of information, in order to cultivate new concepts and rewrite behavior.
Please hit like and share if you agree! Follow us for more insight on how to project your vision into your marketing material using visual and verbal concepts that will help inspire people to follow and buy your brand.
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When it comes to getting what we want there's no tiptoeing. Moving forward with solid steps, trusting in the power of our intentions and in the clarity of our intuition, dissipates the obstacles that many hide behind and keeps irrational limitations from creeping into our journey.
Let's drop the distractions and brush off any lingering obstructions. There's a lesson for everyone when we go after what we want, when we dust off our own unique design, when we choose to never stop growing.
A storyteller puts out a story for listening ears. In marketing, many offer to dress up your brand with a costume that makes you look how you want to be perceived. Sounds ok, the terminology is flattering to clients upfront, and consequently, at the cerebrum level the consumers’ standards are hereby set.
Truth is that every kind of art tells a story; painting, rapping, decorating, even humming, etc.
Creative branding is more than a suit we alter to fit the next logo and the next website. It's beyond telling your story. Creative branding extracts the essence of your story and markets it within the storytelling. In highly competitive industries, that is what makes a brand standout among the direct competition. This essence sets a path for the brand that is more campaignable than the generic directions. It flows and grows across the board, and with a great product and great marketing it could set trends.
I’m lucky enough to have worked in advertising back when storytelling was a given as a tool for creative talent, and 'neuro-branding' was a nameless innate skill. Many shops use creative terms today as if they have found the formula for their client’s success while creative thinking is really about "unboxing" formulas, and getting through to your target audience directly and subliminally with every detail in your communication pieces, fueled by high intuition and a constructive obsession with the brand.
Creative in marketing is not an added value to us creatives, it is all that counts. It’s the 10% that really interests us in the work load.
When we reach our targets’ minds, make their hearts pump a little faster, when we give them ideas but have them think they were their own, we sleep better.
We inspire to be inspired.
Business owners invest every aspect of their lives to get their business rolling at different levels and so many of them have great services waiting to shine and inspire consumers with that mysterious 10% that data can’t really measure. So why settle for less?
Telling a story is a given when an artist is hired, while true creative directors direct creative thinking to charm a crowd into living an experience. #socialresponsibility
In an agency setting, creative directors nurture the creative inside each storyteller on the team and pass on a process so others can create their own process and bring out their vision, therefore expertly bring forward their clients' #vision
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We all hear that content is king. Content is a vehicle to communicate the brand, its benefits and uses, and it only pretends to be king because of Google's indexing. Over here we like to call it the charming prince instead. We take good care of it and employ internet marketing and smart SEO to get the best out of Google's indexing and to show up in front of our target base. At iUniqueU the client remains king until further notice!
Inspirational creative takes shape when both sides of the brain intermingle, bringing a campaignable life to a concept that absolutely fits.
When we stand in front of another person, we hear their voice express thoughts.
If we allow our different senses to pick up on other than their textual words, we perceive a world of expressions.
As we surf these intuitive waves of information, our senses are heightened and their physical expressions become a port of entry to their thoughts, dreams, aspirations and expectations. Then we know we have connected.
Branding skillfully cultivates a voice, a shape, a feel, a story to something that needs to connect with specific consumers who, when exposed to this brand, their innate senses pick up on its purpose which effortlessly resonates with their desire to experience it.
What vibes does your brand emit?