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Out of context: Reply #8

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  • Horp0

    Theres that old classic of the polar cross too, where you say, eg:

    NORTH = RIGOROUS AND AUTHORITARIAN
    SOUTH = ASPIRATIONAL AND LIBERATING
    EAST = REWARDING AND NURTURING
    WEST = SECURE AND PROTECTIVE

    And then the entire creative team will spend and entire afternoon quibbling with really long explanations about why it the brand marker should be place 1mm up but 2 mm over to the right, versus, 1 inch further down and an 1/8th to the left.

    That arguement will form the creative spark for the first presentation.. "So you see we have two real routes to explore here in terms of strategy. One will see your brand as the guardian and protector of people's assets - we're calling that the Loyal Warrior Concept, the other will see it more as an enabler, a motivator of personal ideas and we're calling that the Wizardy Dreambaker Concept'

    And the brand management team from Smudgeums Funeral Accounting Ltd go away feeling really very excited and energised.

    Horp 0Permalink
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    • Word. I just thought there was maybe a diagram that I could reference to create my own. THanks.thizzbobby
    • There is, just remember "Loyal Warrior" versus "Wizardy Dreambaker" and you're home and dry.Horp
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