The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.
Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people’s time. This book contains what a CEO, CMO, manager, business owner, or client didn’t learn about the creative side of advertising and design in business school.
Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
Author(s): Robin Landa
Publisher: Routledge
Year: 2022
Language: English
Pages: 193
City: New York
Cover
Endorsement Page
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Foreword
Acknowledgements
Preface
Chapter 1 Why Strategic Creativity
The Value of Strategic Creativity
What Constitutes Strategic Creativity and What Doesn’t
Employ an Effectiveness Scale
Quickstart Field Guide to Strategic Creativity
Interview with REI INAMOTO, Founding Partner of I&CO
Note
Chapter 2 Thinking Creatively
The Power of Strategic Creativity
C.H.O.I.C.E. Thinking
C.H.O.I.C.E. Thinking plus Creative Prompts
The Strategic Creativity Effectiveness Scale
Interview with ROSS CHOWLES, Professor of Practice at Michigan State University
Notes
Chapter 3 Strategically Creative Ideas
What’s In It For Me?
S.U.I.T.E.S. of Benefits
Brand Narrative Construct Alignment
Strategic Creativity
Idea Generation
Interview with ROSS CHOWLES, Professor of Practice at Michigan State University
Notes
Chapter 4 Strategically Creative Copywriting
Thinking Like a Copywriter
The Strategically Creative Copy and Image Relationship
Quickstart Guide to Writing
Rhetorical Strategies
Copy Critique Rubric
Exercises: Start Writing
Interview with NICK SONDERUP, Executive Creative Director at Pereira O’Dell
Notes
Chapter 5 Strategically Creative Design
Seeing Like a Designer
Just What Is Brand or Graphic Design?
Looking at Design Through the Lens of its Underlying Structure
Become Familiar with the Principles of Design
Composition Evaluation Checklist
Typography Basics
Exercise: Learning to Examine Typefaces
Pairing Type/Image Checklist
Interview with GAIL ANDERSON, Designer, Writer, and Educator
Interview with ALEXANDER ISLEY, Alexander Isley Inc.
Note
Chapter 6 Branding & Art Direction
Thinking Like a Brand Storyteller
Brand Storytelling Archetypes
Thinking Like a Strategically Creative Art Director
Lodestar Ideas
What Makes a Good Integrated Campaign?
Brand Story and Art Direction Efficacy Tool
Interview with LISA SMITH, Executive Creative Director at Jones Knowles Ritchie
Notes
Chapter 7 Diversity, Equity, Inclusion, & Purpose-led Marketing
Diversity, Equity, and Inclusion
Interrogating Creative Solutions
Social Responsibility
Interrogating Images and Copy
Interrogating Power
Interrogating Appropriation
Purpose-led Marketing
Social Responsibility Evaluation Scale
Interview with RICH TU, Vice President of Digital Design for the MTV Entertainment Group at ViacomCBS
Interview with OLU ADEWALURE, Art Director at The Bloc
Notes
Chapter 8 Building a Culture for Results
Collective Purpose
The Power of Purpose
Culture of Positivity Yields Productivity
Creative Solutions Discussion Playbook and Critique Guide
Results Assessment Tool
Creative Collaboration: In S.Y.N.C.
Interview with NIREY REYNOLDS, Director of Creative Impact, North America at McCann Worldgroup
Interview with DONALD R. MARKS, PsyD, Associate Professor, Advanced Studies in Psychology, Kean University
Note
Index
