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May 17, 2010


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?)

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