Did you know? Our thought processes, our strategies and how we use our B2B tools need to change.
Up until the end of the last century, most corporate identity guidelines were written like instruction manuals for minding the brand. Never do this; always do that. Use this grid and these colors (nothing else)...
Big ideas are like sea turtles. About 1 in 100 make it out of the nest alive but only 1 in 40,000 survive to adulthood. That’s because truly original ideas sound strange at first. They are usually squashed as soon as they hatch. So, the success of a big idea depends on selling it from day one.
One of the things I truly love about what I do is that what I do is never the same. As an art director, I have to remember all my training—not forget it, and then put that all aside. If you can’t do this, you can’t keep up with all the changes in technology, and you will box yourself in, becoming stagnant.
We work in some competitive times. Regardless of industry, the pressure is on to be efficient, effective, and service-oriented while showing growth and staying ahead of the conversation. In all of the commotion and left-brain activity, it's hard sometimes to feel creative, much less produce truly innovative ideas.
How I learned to stop delaying and love the Chrome.
It’s hard to come up with a strategy, or art direct, design, etc. without insight about the target audience. Insight is more than just knowing who your audience is — it's knowing and understanding who your audience really is.
"If you could say it in words, there'd be no reason to paint." Speaking to the value of artistic expression, American realist painter Edward Hopper would have most certainly extended his candor to the field of illustration.
Do you ever hear this around your office: “Research is too expensive. And anyway, we know who our customers are.” We recently completed a project that proved how, in B2B marketing, a little insight leads to a better strategy, which drives a better creative solution. And it isn’t as difficult, time-consuming or expensive as you might think.
Apple Computer’s “Think Different” campaign demonstrates how a client and agency can collaborate to create a compelling and memorable campaign.