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Starting at square one.
When I’m hired for a project, I begin the process with
an empty slate. I don’t bring any recommendations or
solutions to the table. Over the years I’ve learned
that every project is unique to some degree. So before any
concept work can begin, customers must determine what their
"USP" or unique selling proposition is. What do
they want to say to their audience? What is their offering?
What is their position in the marketplace? What is their competition
doing? How are they doing it better? Answering these and other
important questions is critical to the success of a project.
Occasionally a customer will supply me with a creative brief
which answers some important questions. But most times, I
supply a more comprehensive creative input questionnaire that
clients can complete. Bottom line… only after all the
information is in hand and the communication goals established,
do I put pencil to paper. Or hand to mouse!
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