Marketing today is basically 25% media strategy, 25% business strategy/consumer insights, with the remaining 50% focused on producing unique & memorable creative.
So what does Michael Pitzer (Advertising & Design) do? I'm 110% about creating unique and memorable advertising and beautiful, desirable product packaging that stands out on the shelves to consumers.
Sadly today, almost every agency, design group or freelancer claims they are the most cost effective and results oriented choice a client can make. Those claims are always relative. I make no claims. I fulfil promises. Here's my promise to you, I will earn your trust and exceed your sales goals and expectations. I will be honest with you but not arrogant. And I will put your success before PA&D's profitability. (Please don't share that with my wife Lynn.)
"Brand Stewardship" is an ongoing commitment, to make sure that the "brand" stays true to its promise to their customers. This initiative is almost always the responsibility of a single person — "The Keeper of the Brand". It is this person's responsibility to protect the equity of the brand and to make sure that the customer experience is aligned with what the brand stands for.
This is where "Brand standards" come into play. These are rules and guidelines that protect the look and feel of the product, the service and the organization. They are usually a set of rules that standardize the approach to creative work in order to uphold the integrity of the brand. Simply put, the brand standards are far more important than the logo itself. They include the brand’s history, mission, values, and vision. They stipulate a color palette, file format(s), minimum and maximum sizes, contexts, spacing, and usage permissions e.g where it should and shouldn’t appear. They include font families and text sizes (both print and digital) along with design elements and types of imagery, icons, and photography to be used, and so much more.
Learn from the success and failures of others.
The client isn't always right... and neither is the ad agency. "Experience" is that thing that keeps you from making the same mistake -- again.
Consumers want to be entertained, not pitched to. Using humor as a means to connect to them at an emotional level can lead to further engagement with your product in the future. Plus, you'll never have to go to "Ugly Ad Prison."
“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community... faster.” — Stephan Vogel, Chief Creative Officer, Ogilvy & Mather
The more you know about your customers the easier it is to meet their needs and to target them with appropriate messaging. But, research is only as good as the people who know how to conduct it, mine it and derive key insights from it. It's then up to the creatives to turn those insights into memorable marketing concepts. Like using research that showed that not all people are keen on cupcakes — and who doesn't love a good cupcake? Research can also help determine a personality profile you won't be marketing to.