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There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

 

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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.

 

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Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

Perception vs. Reality.

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The next question that needs to be addressed is how the client’s products, services or brand(s) are to be “positioned” in the mind of the target market. Positioning has to do with how the target market perceives and identifies with the brand. In the mind of the target audience, perception equals reality. Of course to succeed in the highly competitive marketing arena, the perception should also BE reality. If a company positions itself as offering the highest quality product, it darn well better offer the highest quality product. If it positions itself as offering the lowest prices it needs to do just that. Abraham Lincoln was obviously thinking of modern advertising when he said, “You can fool some of the people all of the time, all of the people some of the time, but you cannot fool all the people all of the time.”

   Positioning is all about how the target market perceives the brand with respect to its competition -- and how the brand will BENEFIT the target consumer. There are numerous ways a brand can be positioned… but it ALWAYS should be positioned in competitive terms… not some weak, pathetic, half-hearted claim… but a strong, sustainable and real competitive advantage.

   I’ll give one classic example of positioning and let you take it from there. If the soft drink market is saturated with cola drinks, you might want to offer something a bit different -- enter 7-Up® and its world-famous positioning slogan… “the Uncola®.” (A successful brand even without peanuts or a moonpie.) 

Ok, you win… here is another one. If your beer market research indicates that the market has little perceived difference between brands, develop a low-calorie beer along with a cool positioning slogan like, “Lite Beer from Miller®. Everything you always wanted in a beer. And less!” And the most famous of all... Bernback's "Think Small" advertising headline for the 1959 VW® Bug -- created long before the term "Positioning" was "coined" by Ries & Trout in 1969. [This ad is the number one ad of all time according to Advertising Age Magazine.] These famous advertising slogans are ALL ABOUT POSITIONING. If you are not “stuck on stupid,” you should be able to see how, in these examples, all creative aspects work together in communicating the positioning statement to a specific target audience (note the composition of the visual in the VW ad for example). Now, I’ll let you take it from here…

   …uh, except to say that when you create art you are in fact, creating an image in the mind of the audience. Like it or not, you are “positioning” the subject of your work in their mind. That is your job. So… since you are in effect doing this anyway, why not be smart and give it more than just a fleeting thought?

  True… generally a successful brand will already have a competitive position… so more often than not, the creative director’s job is to communicate that position. It is a primary role of the marketing communications process. Therefore, the "Positioning Statement" has a well-deserved and honorable place in our journey to creative excellence. Ok, at long last I will finally let you take it from here…

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Journey from Concept to Creation said:

<< Previous | Next >> Any creative director with half a brain should understand the importance

December 5, 2008 7:04 PM
 

The objective. - Journey from Concept to Creation said:

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December 5, 2008 7:14 PM
 

Journey from Concept to Creation said:

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December 6, 2008 4:38 PM
 

Corrado Documentary, Corrado Euro Headlights - 433.ja3ra.com said:

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May 25, 2010 11:59 AM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency with comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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