« Branding by Association | Main | The Cultural Tour Bus »

May 17, 2010

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451bc9869e20133edd48117970b

Listed below are links to weblogs that reference Branding by Association (part 2):

Comments

This is interesting because the brief really leaves a big gap between what we hope to achieve and the people we want to talk to. It's a matter of translation - no matter how different we are from the consumer, we need to really really connect with them emotionally, logically and culturally in order to make an impact.

also you may be stretching it with "acculturativity" ;)

love this quote:

And the better we immerse ourselves in these collective reference points, the better we’ll be at weaving the story we’re trying to tell into the story they already know.

(oh and @Jasmin that gap in the creative brief is suppose to be filled by the creative non?)

The comments to this entry are closed.