As such my approach is to translate the Brand into one - In strategy, copy, design, abstraction, and application. The story takes cues from the brands’ history, tone of voice, category, where it’s going and where it wants to go, then translates all that into a unique image, impression & experience.
The world is made up of stories. Here's mine.
“What a beautiful boy! And what an interesting mark on his eye it...it looks like a paintbrush! He must be an artist! Lets name him Marcelo after Alessandro Marcello!”
"Look, he made a new painting mimicking the Picasso on our wall! This is the second one he’s made this month and he’s only two!”
-I made Green Tee Ice Cream in Pink and sold 100 cones -now we can go to the cinema and watch ‘Back To The Future’!!”
As he grows, so too do his powers...
"Hi, we’ve seen your creative work and want to offer you a job at International Corp. You’ll travel the world and have all you could want."
"It’s great doing this kind of work, but something is missing..."
"I can't create amazing things anymore!"
“That’s it! I’ve left my CreativeTools back home. I must get them and start creating amazing things once again!”
There are thousands of “brands” which come to market every year. Of them, only 8% actually survive the first 24 months, while merely 2% will go on to actually become a competitive brand. So, let’s focus on the questions we need to ask in order to be a part of the 2%.
Each brand is a unique story. As such my approach is to translate the brand into one - in copy, abstraction, and application. The story takes cues from the brands’ history, tone of voice, category, where it’s going,
and where it wants it to go.
Brand strategy calls for innovation and implementation of processes unique to the brand. The right kind of creativity is the ability to take on problems that don’t have a clear answer. In order to achieve this, we apply the number one rule of design thinking to our strategy—that innovation is a process, not an event.
Innovative ideas are by nature things that are not defined like when humans turned a straight edge into a wheel. Applied to brand strategy, this calls for creative brainstorming - which is all about focusing & flaring. What makes it effective is to separate the two—flair, focus, flair, focus, one stage at a time.
The execution is informed by strategy, and is channeled in a disciplined direction. The visual wrapping is the story of the brand, thus, all factors are taken into account, including the environments to display it, the graphics to promote it and the tactical creative messaging. On screen, on paper and in person, I ensure each part of the story at all consumer touch-points are connected and consistent.
This is achieved by utilizing a few core methods: smart strategy, workshops, brainstorming, client and market research, design-thinking, and storytelling. This ensures that all objectives which are planned are also achieved.
• Have we zagged instead of zigged?
• Have we achieve the branding objectives?
• Has the brand's full potential been harnessed and brought out?
• Is the brand clearly differentiated from the competition?
• Is the new brand experience positive and engaging?
• Is our strategy smarter then the competition?
• Is market share increasing or on track to increase?
