Emotional advertising makes business sense
“Which one should we move forward with?” As a creative director, I need to be ready to answer that question. Whether it’s an idea for an ad campaign, a headline on a landing page, or a video clip for a commercial, nine times out of 10 the answer is the one that strikes the right […]
Developing a brand identity
A brand identity is a system of elements designed to work together to keep your brand focused and clear. When done right, it provides consistency and purpose to your marketing. Without it, you run the risk of appearing fragmented, or worse, being irrelevant. Developing a solid brand identity is a great way to connect with […]
Divergent and convergent thinking
Creative concepting is often unpredictable, chaotic and can be hard to explain. But at its highest level, the entire process can be broken into two phases: divergent thinking (which is all about creating choices) and convergent thinking (which is all about making choices). The ability to do both at a high level will help ensure […]