Creative people don’t really like rules or incumbrances. Unless they are creating art for a loved-one. This highlights the traditional tension between creatives (in advertising) and strategists. I recently wrote a brand strategy with a strongly articulated target. A target offering lots of spark. But in my world the target is only one part of the brand brief – is a serial, logic document that drives to a brand claim. The brand claim is the strategic directive. Creative people, so long as they are happy with the artistic output, often think they’ve done their job if inspired by any part of the brief.
We are working on building brands not a series of gallery-hangings. We (strategist, creative team, client) are trying to get consumers to buy, then buy again, and again. To that end, we need to find the most compelling care-abouts and good-ats and codify them into a brand strategy (claim and proof array) that will outlast any campaign. “Coke is refreshment.”
Campaigns come and go, a powerful brand idea is indelible. Creatives need to follow the brand claim. That’s brand building.