Three inspirations for brand ideas

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	Three inspirations for brand ideas

charcoal

10-29-2007 3:41 AM

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tags:

branding, idea, advertising, planning

charcoal says:

The answer to the question "how do we want to make people feel' is all important when developing ideas that get a true emotional reaction. Dirt is Good and Dove were very strong on emotional engagement. Vodaphone is not.Cultural Change, Company Vision and Emotional Engagement are the triangulation points of an idea.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/b825e012-77ff-46ae-b18f-3db81f7c308f/3A7A2A1A-A96D-4AA3-908B-D8C725F9D8E4/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html" href="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html" style="font-size: 11px;">www.adliterate.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">Some would argue that they originate in consumer needs or in archetypes but I'm with Marcus. 'Needs' is so blatantly obvious that it gives you precious little help when it comes to developing ideas. Archetypes are, like semiotics, brilliant after the event when your looking for a fancy way of describing what just happened but pretty useless at the development stage. </blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">Great brand ideas feel part of their times, in many ways they help define the times (usually in retrospect on TV shows about the 80's or whatever). To be more precise, I think great brand ideas originate in cultural change. In change there is energy and friction, which are the photons and neutrons of ideas. Dirt is Good is about changing attitudes to parenting, Dove is about changing female attitudes to femininity, the power of dreams is about changing attitudes to motoring. </blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">They also originate in company vision. </blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">The third point of origination is emotional engagement. </blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/3A7A2A1A-A96D-4AA3-908B-D8C725F9D8E4/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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