strategy advice
Everyone wants to _______, but nobody wants to ___________.
e.g.
“Everyone wants to be strong, but nobody wants to lift heavy ass weights.”
or my own remix of the quote: everyone wants to advertise like liquid death, but nobody wants to release a full metal album with tracks with titles like “fire your marketing guy”
e.g.
“Everyone wants to be strong, but nobody wants to lift heavy ass weights.”
or my own remix of the quote: everyone wants to advertise like liquid death, but nobody wants to release a full metal album with tracks with titles like “fire your marketing guy”
Alex Morris • STRATSCRAPS v_201
STRATSCRAPS v_201
I’ve often said that the role of the strategist needs to be more than just leading up to the brief. But never quite articulated when those post brief moments were. Every piece of creative work, especially commercial creative work with clients has periods of chaos followed by moments of respite. Except those moments of respite don’t feel like... See more
STRATSCRAPS v_201
What identity are we selling?
Finish the sentence:
“When you buy this, you get to be the kind of person who ______.”
What are the codes?
List the signals your audience uses to recognize each other.
Your campaign should speak in those codes,... See more
Finish the sentence:
“When you buy this, you get to be the kind of person who ______.”
What are the codes?
List the signals your audience uses to recognize each other.
- words they use
- aesthetics they repeat
- rituals they perform
- creators they trust
- places they gather (online and IRL)
Your campaign should speak in those codes,... See more
Jill Grace • The Rise Of The Cultural Strategist
1. They actively seek out creatives to jam out initial thoughts / 2 cents.
2. No, they don't disappear for '2 weeks'.
3 They're incredible distillers. They can look at a brief and go, "ok the real issue is".
4. They understand that strategy is the starting point--not the finish line.
5. Along the process, they work with creatives to sharpen every thought.
6. If the research doesn't support your idea, they question the research.
7. They're secret creatives.
8. They genuinely make your ideas sound more legit.
9. You actually understand their set up slides, and not get bamboozled by chakra-looking slides.
10. In fact, they don't fetish over frameworks. If it helps the work, they'll use it.
11. They understand that the proposition is not a headline. (thank you)
12. They often say. "I'm not sure, let's try".
13. The best strategy slides will make your creative look like 'the obvious answer to the business problem' and not in a bad way.
14. Most have a certain kind of humour. I can't put my finger on it.
15. They can appear to be rigid; only to people who don't appreciate strategy and its intent.
as much as I hate the word insight, this feels like one that would make for a strong creative brief:
Alex Morris • STRATSCRAPS_v199
I think about this a lot when creative teams get feedback about the tone or message present in the work. REMEMBER – it’s not what is said, but what is heard/how it is received.