CREATIVITY: It's logical really

摘要

Last issue, I talked about how your brand is more than just a logo. It's what people think of or perceive when they see or hear your brand name. One of the ways you build that perception is through advertising. There are others, of course, such as your brand's values, the kind of people you hire, and how you behave as a corporate citizen. Entire books can and have been written about this sort of thing, so for the purpose of this article, we'll just stick to advertising. Advertising is the fun part of bringing your brand to life. It's the stuff that people see. It could be a TV commercial, a billboard, a social media post, EDM (electronic direct mail), whatever. Because it's such a cluttered market out there, with everyone vying for consumer attention, the tempatation is to do something wild and wacky. To get noticed simply for the sake of being... noticed. Fair enough. After all, you want your advert to be talked about by people at fashionable parties. But you also want to make sure that when people are talking about it, they're talking about it in the right way.