In advertising the real money maker is the creative. That’s what everyone talks about. That’s what marketers spend most of their money on. Creative creates most of the wealth in marketing and all of the wealth on the agencies side. The fuel for great creative is consumer insight. Notice I didn’t say insights. Lo, there are many insights to clog the mind of the brand or account planner. Many insights to confound the creative director or creative content builder.
The role of the brand planner is to find a single insight that can be leveraged into a compelling selling proposition. Rosser Reeves can call it a Unique Selling Proposition (USP), Al Ries can call it positioning, any goober with a WordPress account can call it what they like (me included), but great creative doesn’t start until a single, powerful, clean insight is unearthed and frees the creative mind.
A powerful insight is pregnant with creative possibility. It can help organize an army of sellers. It can brainwash the tired huddled masses. It can launch an organizing principle that redistributes marketing wealth, unlike any TV commercial ever has. Apple’s 1984 included.
So you unsung insight miners take heart. Keep shoveling, mine till your fingers hurt, then cull, cull, cull until you find that emerald. It is so worth it.