Making the Case for Creative Briefs

Here’s a common scenario: You’re tasked with delivering new creative asset. You’re excited and want to dive right into the project. And you know that everyone probably has the same vision, right? Not so much.

Enter stage right: the creative brief.

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Forget the pitch. Tell a story.

We’ve all heard of an elevator pitch: Explain your idea in 30 seconds or less and hope it resonates with your audience. In theory, it’s a good approach. And yet, it lacks emotion and human connection. This is where the power of storytelling can make all the difference. When you tell a story, you draw people in; you help them connect with a product or idea. A good story can make your audience more receptive. A great story can turn a mediocre pitch into a memorable presentation.

Consider the following commercials: Guinness’ “Basketball” spot and Apple’s “Misunderstood” holiday spot. Read the two pitches, then watch the moving clips.

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Sometimes, a story sells a product.

For a video to stand out in today’s global, mobile world, it needs to resonate. It needs to be about more than the product. It needs to address a problem, offer a solution, convey an emotion, and communicate a larger vision. Just ask author Antoine de Saint-Exupéry, creator of The Little Prince. He may not have realized it at the time, but he summed up the idea of product marketing quite beautifully (Anderson, 2015):

“If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work. Teach them to long for the endless immensity of the sea.”

In other words, let the story do the selling. Here are three commercials in which a brand successfully pitches a product, without actually showing it:

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Excuse Me, Your Data is Showing.

Every second of every day, the Internet scoops up oceans of data about you. With every site you visit, click you make, post you like, text you send, and thing you buy, you reveal a little bit more about who you are and what you want. Whether you like it or not, your personal information is being collected, analyzed, stored, and even sold.

And while there’s no one-click answer to controlling the privacy of personal data – it requires persistent education, consistent engagement, and ongoing management – there are a few things you can do to protect the information you’re consenting (or sometimes not consenting) to share as you surf the great wide web. Learn more about them now.

marketing privacy cartoon

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8 Tips for Writing with Mobile in Mind [Infographic]

Need help engaging mobile readers? Not a problem. Check out the infographic I created and get some quick tips about writing with mobile in mind:

Write with Mobile in Mind

Is Facebook Going Grey?

Every second there are 20,000 people on Facebook. Every minute, there are 150,000 messages sent. Every 15 minutes, there are over 49 million posts made. And every month, there are over 1.55 billion active users.

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With stats like these, it’s clear that social media’s biggest network isn’t dying—it’s not even declining. Sure, there’s talk of saturation, but the king of social media still commands attention.

There’s just one catch: Founded eleven years ago, Facebook is getting old (at least in terms of today’s social shelf life). What’s the company doing to color the greys? They’re evolving.

Here’s how… Continue reading

5 Brainy Facts Every Marketer Must Know

Brain science is endlessly fascinating (is something only neurologists say)Until now. Have you ever heard of neuromarketing? Simply stated, it’s the study of how our brains respond to marketing and how it affects our behavior—consciously or unconsciously.

The marketing experts at myemma.com recently explored this idea and shared their findings in an amazingly brainy infographic. Prepare to reach a whole new level of marketing geekdom with me as I explore a few of the most fascinating brain facts now.

12-Facts-About-the-Human-Brain-That-Will-Make-Your-Internet-Marketing-More-Successful-Infographic

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[Infographic] Why Brand Storytelling is Old School

Amazing blog about brand storytelling! It’s a must-read!

MogLand Media

“After a few days at the desk, telling the truth in an interesting way turns out to be about as easy and pleasurable as bathing a cat.” - Anne Lemont.jpg

True stories make your brand. They make it more relatable, more accessible, and best of all, stories make your brand different. Different is good.

Why do marketers tell stories?
There’s no other way to distinguish your brand. Everything else can be replicated or clickbaited or 3D printed. Traditional advertising is blocked, ignored, and DVRd into oblivion. But stories? They stand the test of time. So it should come as no surprise that brand storytelling is all the rage these days. But I think it’s rather old school. Here’s why.

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You Down With UGC?

Remember the one-percent rule of the Internet? It goes like this: Only 1% of users of a website actively create new content, while the other 99% only view it.

Well, not anymore.

In today’s social, mobile Web world, everyone is a creator. It’s called user-generated content (UGC). And it’s kind of a big deal.

ugc hero

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What’s better than an infographic? An interactive infographic.

Infographics are a marketer’s best friend. They deliver information in a visually appealing format that’s easy to consumeand easy to share. So, how on earth do we take one of the most effective forms of content available and make it better? We make it interactive.

But don’t just take my word for it. Check out this infographic on the power of infographics. While its interactive elements are subtle, its story is strong:

13 reasons your brain craves infographics_51b9a1221063e.png 1024×717

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