There's a Science to this Stuff.
A brand is everything from the story it tells and the promises it keeps, to the ideas it ignites and the emotions it inspires. Properly managed, a brand is able to increase its impact and remain memorable over time. When positioned successfully, a brand develops goodwill, trust, and allegiance in the heart and mind of its target audience—inspiring action and driving quantifiable results. That's where I come in.
GETTING A BRAND
Research, interviews, analysis, synthesis to best define and distinguish a brand.
Powerful, foundational language that resonates with the target audience.
Positioning brands in the marketplace takes an understanding of how a brand is perceived, and knowing how to drive that perception.
If a brand doesn't define itself, someone else will.
When a brand isn't making the splash it should, chances are its foundational story has lost its oomph. A brand might look great at first glance, but without a strong positioning — it doesn't stand a chance. When done correctly, a brand remains relevant, meaningful, and memorable over time. Just as nature intended.
THE SCIENCE OF
People often wonder where all my good ideas come from. Sometimes people think that to be a good writer, you have to be good at telling tall tales. But it's the very opposite. It's knowing how to tell the truth in a compelling way and understanding the drivers behind the decisions we make.
Ideation is the act of coming up with ideas. And as you can imagine, coming up with good ideas is important in the world of advertising. Contrary to all those rumors, good ideas come from hard work. This is no guessing game. A good idea is only as sound as the foundational information that supports it. So, it makes sense that only after miles of research and analyzing that research that the real fun starts.
Good ideation goes hand-in-hand with a brand's positioning. It's only after I've acquired an expertise in the brand that the ideas start to flow, and because they're born from real stuff, there's a kind of grounding that takes place, even in the wildest of ideas. So they stick like a sucker-punch.
Then comes the art of writing those ideas down in a manner that resonates. Words are steeped in intention and emotion, most of which live in those etherial dimensions of the sub-conscience. There's a weightiness to language. I call it the 'temperature of words.' Understanding the nuances that can change meaning and open or close the mind, the heart, and the imagination is the critical last ingredient to bringing an idea to life. And when it happens, it dances right off the page.
THE TEMPERATURE OF
Naming + Slogans + Taglines
WHAT HAPPENS WHEN A BRAND IS PROPERLY POSITIONED? IT GROWS LIKE GANGBUSTERS.