wow so in depth! definitely feels like most campaigns don’t fail because the creative is bad, they flop because the brand is pretending to be something it’s not. The ones that hit (and have staying power!) are just honest about what they really are and tap into something people already feel. also, not trying to be everything to everyone
Your point again reminds me how critical it is to construct a POV.
- What is the old world that you are transitioning people out of?
- What is the new world that you are bringing them to?
- What is your category? What are the rules of your POV?
These basic questions are in your values. What are these foundational blocks? Somewhere along the way, we're just told to make a website, and in there are a thousand other decisions that should have happened before that website was built:
- The brand story
- The marketing research
- Competitor analysis
Amanda, what has helped you construct your POV over the years?
wow so in depth! definitely feels like most campaigns don’t fail because the creative is bad, they flop because the brand is pretending to be something it’s not. The ones that hit (and have staying power!) are just honest about what they really are and tap into something people already feel. also, not trying to be everything to everyone
Your point again reminds me how critical it is to construct a POV.
- What is the old world that you are transitioning people out of?
- What is the new world that you are bringing them to?
- What is your category? What are the rules of your POV?
These basic questions are in your values. What are these foundational blocks? Somewhere along the way, we're just told to make a website, and in there are a thousand other decisions that should have happened before that website was built:
- The brand story
- The marketing research
- Competitor analysis
Amanda, what has helped you construct your POV over the years?