The essence of strategy is choosing what not to do.
Simplicity and importance are not mutually exclusive.


Developing a brand strategy starts with understanding your position in the marketplace and ends with details such as the wording of an advertisement. Carefully researched, well thought-out and focused on details and execution, rather than resting on a single, grand idea.


Creative direction helps define the very core of your marketing message, it is essential to enabling results-driven creative. It underpins your brand content and encapsulates the major themes to be communicated to your target audience. It also helps shape the audience’s emotive response in line with your brand. And that’s extremely important, because in both B2C and B2B marketing channels your target audience is heavily swayed by how your marketing message makes them feel. A significant percentage of us rely on gut instinct to help us decide between options. And, in many cases, we then rationalize our choices—after the fact. Creative direction acts on a combination of logic and emotional intelligence.


Campaigners can articulate where they are now, and where they would like to be, but can in no way say how they are going to get to that desired outcome other than by “working on the campaign,” and “hoping” that the campaign somehow reaches its goal. Without directly stating it, they are relying on some outside force, or in many cases, a miracle, to win the campaign. A campaign strategy fills in that blank spot in the equation. It clearly articulates the way forward, and when challenged, can offer a convincing and realistic path to success.


The opportunity to market a new, enhanced brand is an exciting chapter for any business. Though the process may present various obstacles to overcome, an effective brand launch can completely define and redefine the business’s future potential.



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