In the beginning are the questions. What is it? What does it do? What does it do for you? What does it do for your customers? How does it make them feel? Who else uses it? Why? How often? What is the market? Where are you in the market? Where do you want to be? When? How do you want to get there? How much do you want to spend?
The questions help us focus. They spark our imagination. They are a part of a meeting of the minds, in fact a series of meetings. Branding begins with research: internal, external, and all the existing materials our clients may have. We assemble a client/product promotion profile, a full product mix, a competitive analysis, customer profiles and attitude pictures, project schedule considerations, and if necessary a thorough conflict resolution statement.
At Pasadena Advertising, with every project, no matter how small, there is a primary goal and an ideal goal. The primary campaign goal comes directly from the client. Brand creation. Repositioning. Increased sales. Product introduction. Line extension. Customer base retention and expansion. Introduction into a new geographical area. These are some typical reasons clients come to an agency. They are pragmatic. They are easily understood. They constitute the minimum acceptable standard of success. The ideal campaign goal comes from the agency. Establish a product as the standard of the industry: “The symbol of trust and reliability;” “The only choice to make.”
It’s at this stage that creative concepts begin to flow. They flow from the products. They flow from the goals. They flow from the target audience. They come from literature, from movies, the street, the last picnic with the kids, a first date, a dream or the White House. They bounce off the walls. They begin as words or phrases, as graphics and images. They trigger new ideas, new phrases, new images. They lead to the media. They open new possibilities. They are the starting line.
In the beginning are the questions. What is it? What does it do? What does it do for you? What does it do for your customers? How does it make them feel? Who else uses it? Why? How often? What is the market? Where are you in the market? Where do you want to be? When? How do you want to get there? How much do you want to spend?
The questions help us focus. They spark our imagination. They are a part of a meeting of the minds, in fact a series of meetings. Branding begins with research: internal, external, and all the existing materials our clients may have. We assemble a client/product promotion profile, a full product mix, a competitive analysis, customer profiles and attitude pictures, project schedule considerations, and if necessary a thorough conflict resolution statement.
At Pasadena Advertising, with every project, no matter how small, there is a primary goal and an ideal goal. The primary campaign goal comes directly from the client. Brand creation. Repositioning. Increased sales. Product introduction. Line extension. Customer base retention and expansion. Introduction into a new geographical area. These are some typical reasons clients come to an agency. They are pragmatic. They are easily understood. They constitute the minimum acceptable standard of success. The ideal campaign goal comes from the agency. Establish a product as the standard of the industry: “The symbol of trust and reliability;” “The only choice to make.”
It’s at this stage that creative concepts begin to flow. They flow from the products. They flow from the goals. They flow from the target audience. They come from literature, from movies, the street, the last picnic with the kids, a first date, a dream or the White House. They bounce off the walls. They begin as words or phrases, as graphics and images. They trigger new ideas, new phrases, new images. They lead to the media. They open new possibilities. They are the starting line.