microdosed strat
tid bits to do with brand, strategy, and advertising.
microdosed strat
Jargon makes the mind go gray
What's the business problem? Who are we targeting? What are we offering? Why would they care? Nail these first.
How to write strategy at speed — Salmon Labs
Every now and then i return to this list. Regardless of whether i feel i… | 🍣 Rob Estreitinho | 23 comments
linkedin.com
In essence, by saying “marketing” and “creative” are “science”, they are communicating confidence that this will create predictable returns. This is inherently wrong, and leverages a cultural understanding of ‘science’ as something that is predictable. That is not what science is.
Faris Yakob • Quantum advertising
The more i work with creative people, the more i realise the importance of showing up through compassion, not control.
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Rob Estreitinhox.comDistilling a communications strategy into a brief is an art; it should be concise, clear, consistent and creative. Indeed, BBH co-founder John Hegarty has gone so far as to describe the creative brief as “the first ad in the campaign”.
Article
I think asking questions and framing work that way actually opens up a space for more engagement with the audience. It allows them to participate in the discovery.
Words are the tools we use to bring our ideas to life. Great strategies are useless if we can’t express and sell them to creatives and clients with pithy, evocative words that crackle with energy. In our experience, the best planners always choose ‘the best words in the best order’.